Photo credit: Wikipedia)
Every year it becomes more difficult to select the winner of my “Write a headline. Win my book” contest. I really appreciate the solid creative thinking that obviously went into so many of the submissions.
To refresh your memory, here’s the brief: You own a coffee company, Howard. It’s the good, old-fashioned ground coffee in a can product. However, those new-fangled K-cup machines are starting to hurt your business. But you believe that coffee truly tastes richer and is more enjoyable when brewed in a coffee maker, rather than spewed from a small plastic cup.
Your assignment was to persuade consumers of the benefits of the traditional coffee brewing methods over K-cups. Be it taste, aroma, the ritual, value, convenience…whatever you think will convince people to choose your canned ground coffee.
The basic ground rules were simple:
1. Create a headline, or slogan, for Howard ground coffee that is compelling, clever, and will convince people to stick with, or return to, your brand.
2. Do it in twelve words or less.
And (Ta Da) this year’s winner is,
“Howard coffee. So much flavor, it makes K-cups taste like instant.”
What we particularly liked was the use of the “fast brewing” benefit of K-cups to work against them, playing off the horrible taste reputation of instant coffees.
To all who entered, much thanks. And to all those who think their entries were better than this one, well, start your own contest next year.