Monday, June 1, 2009

Please, don't use the i-Word

Our little company business is called Java Juice. It's a little portable packet of organic coffee extract, that, if the so called "investors" are correct, will replace Nescafe in the market occupying what we now call "instant." However, Java Juice is NOT instant coffee.

It is a pre-brewed extract, or concentrate that you add water to make a cup of coffee. Getting buyers to understand the concept of extract has been more of a challenge than I ever thought it would be. It turns out attracting new consumers is a challenge.

1- They have a tendency not to read packaging.
2- Are reluctant to replace old products for

My job, is to pare down the description of the process of extraction in consumer- friendly terms. Coffee extracting is expensive and technically complex. The process of making extract is a bit like making coffee from a Godzilla-sized French press. It yields a more concentrated elixir than espresso, which is why you need to add it to water. We packaged our extract into little half-ounce packets of nitrogen-flushed packets. The little buggers have a 200 lb. PSI rating that means they can take a beating. Just take one in your hand and try to crush it. Ok, those are the essentials. But how to distill this to a simple phrase? Here's what I came up with.

“Rip it, Drip it, (add h20) & Sip it”

or how's this?

"ABC, Already Brewed Coffee."

So, what do you think?

It isn’t a product that one uses straight from the packet, as say some skate board maniacs are wont to do. Please don't do that.
Honestly. It's meant to have water or milk, or soy milk added!

What do you think?

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