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The coffee market has got a bit over-complicated, hasn’t it? But with McCafé, none of the frills or fuss. Only freshly ground beans, making great tasting coffee. It’s simple.

There have been lots of interesting reactions to this around social media. I gave it the middle finger on Twitter…

I’ve given it some more thought… as if it deserves more thought.

A brand that feels threatened might do something like this.
A brand that wants to muscle in on a change in peoples coffee drinking habits might do something like this.
A brand that has huge advertising power and believes it’s own hype might do something like this.
A brand that has a smug smart-ass marketing department might do something like this.

Ok, perhaps it’s a little funny to satirise latte art, decor and ‘hipster beards’ but, the ad is full of subtle and not so subtle jibes at the speciality coffee industry.

A brand that doesn’t care about coffee origin might do something like this.
A brand that doesn’t care about tried and tested coffee making methods might do something like this.
A brand that doesn’t care about rising costs for farms, buyers, roasters and independent shops might do something like this.
A brand that doesn’t really care about people might do something like this… after all, they are making fun of thousands of people and businesses in the UK who support what the speciality coffee industry stands for.

Or maybe not.

Maybe they really care about ‘great tasting coffee’ in the same way they care about great tasting food!