I'm not talking about Burger King, I'm talking about all of you being trash.

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When it comes to "delicious coffee", you may think of this picture for the first time in your mind: the delicate coffee beans hidden in the harmonious and fresh nature; the barista with a stylish beard, like a chemist, dancing feverishly in the laboratory, relying on various precision instruments to extract and brew accurately. Milk and coffee liquid blend with each other in slow motion, like the art of modern dance; holding a steaming cup of coffee, consumers of all groups bowed their heads and took a deep breath of freshly made strong coffee, with a smile of satisfaction on their faces.

Yes, you can be accurately guessed, because these are the most stereotyped advertising themes in the coffee industry. Recently, McDonald's made a mockery of the "complexity" of today's coffee industry by sending other coffee ads to mo (fang) in its latest ad.

Coffee beans grow in the deep and mysterious nature, touting their "high quality" and "organic". Family couples, boys who read books and even men who have just finished swimming will show honey satisfaction after sniffing the fragrant smell of coffee. even a stereotyped smile And slow-motion broadcast of coffee beans like meteors hitting the earth, showing the power of coffee everywhere, focused and even crazy baristas exploring flavor like scientific experiments, symbolizing the mixture of coffee and milk with gorgeous modern dance, and even compiling and applying the background of "epic blockbusters" to put a variety of halos on their own coffee products to highlight the nobility and legend of coffee.

Enough! McCoffee came out with its own minimalist theme at the end of the ad: we just use fresh Arabica coffee beans and organic milk, and there are not so many fancy and bizarre stories in McCafe!

In fact, this is not the first time McCoffee has mocked and complained about a variety of pretentious coffee cultures.

As early as 2017, McCoffee launched an advertising film showing endless orders and all kinds of grandiose and funny operations in various boutique coffee shops, but ignored the simple requirement that customers only need a cup of "delicious coffee". (portal: McCoffee is not good! Shot a special advertisement complaining about boutique coffee!

And last year, McCoffee continued this style, letting viewers see how different clerks interpreted "Flat White Coffee" through advertisements. Some people choose abstract technical terms, explaining the customer is still confused, while others simply do not know.

McCoffee finally gives a popular and clear introduction, and the core marketing theme of the brand is still "simple".

The ad comes from Leo Burnett, a creative agency that McCoffee has worked with for a long time. Chaka Sobhani, chief creative officer of Leo Burnett London, believes that in order to promote itself, the coffee industry adds too much connotation and halo to its products, which actually far exceeds the original needs of consumers. McCoffee strips off all kinds of dramatic and complex "crazy" elements and really wants a good cup of "simple" coffee. Consumers all want a cup of high-quality coffee, but not all of them will like the halo.

Another interesting thing, Leo Burnett also announced solemnly: this McCafe ad is definitely not a counterattack to Burger King King Coffee!

Ha ha! However, last Friday, Burger King just announced the launch of the new "Coffee monthly" service on the US website. According to reports, consumers who open this service only need to pay US $5 a month to get a daily coffee voucher in the payment month, which can be exchanged for a small cup of hot coffee at the store every day. In order to promote this "coffee package" service, Burger King has just made a "Coffee documentary", which describes the real "from seed to cup" process of its own coffee beans, from planting and cultivation to picking and processing, roasting and grinding, and extraction sales. This promotional film aims to promote the quality of King Coffee's "100% Arabica coffee beans" and insert the image of Burger King "without a trace" in it.

The promotional video of Burger King

At first glance, there is no problem with this coffee promotional film of Burger King. It basically follows the high-end concepts and selling points of fine coffee-fine farming, sustainable development, traceability, fresh roasting, fresh grinding. However, after McCoffee's round of "cliche" advertising routines satirize, Burger King's coffee ads have become rigid and stereotyped, with no outstanding attraction.

I have to say, the operation of McCoffee is "well done"!

What? Don't you know? McDonald's and Burger King are old enemies of "blind dates" and "60 years of mutual resentment".

In the burger world, Burger King has been touching porcelain in all kinds of McDonald's: advertising for Uncle McDonald's to "cameo", implying that even Uncle McDonald's is attracted to Burger King in disguise to buy hamburgers; cheap directly pulled a charcoal stove to the McDonald's door, mocking McDonald's no progress, still using fried burgers instead of real charcoal roasting technology.

Of course, McDonald's is not a person who won't fight back. in the face of Burger King's provocation, McDonald's once put up an advertisement: put up a sign beside the road saying that McDonald's is 5km ahead. And put up a sign next to it indicating 256 kilometers away from Burger King. Burger King only responds to a giant hamburger with 56 layers of meatloaf, next to a McDonald's hamburger that is too small to be smaller.

This operation of loving each other to CP is really enviable.

But it is clear that McDonald's is a little better this time. The reason, of course, is that this McCoffee advertisement is a direct and brave shot at most of the coffee industry peers: no. Don't get me wrong, I'm not talking about Burger King. I mean all of you here.

Ahem, let's get back to business. In fact, McCoffee has been rebranding for the last two years. In addition to focusing on the "low price" marketing strategy, McCoffee also plans to replace all its raw materials with sustainable coffee beans by 2020. In addition, new upgraded coffee machines will be installed to add more flavors to resident menus, introduce more discounts and seasonal drinks, and implement incentive schemes like other large coffee chains.

In the final analysis, many campaign planning and marketing programs for McCoffee in recent years are mostly aimed at reversing consumers' rigid image of "fast-food coffee = shoddy coffee". After all, the number of stores in the world is second only to Starbucks, but its brand influence and market share are still far inferior to Starbucks.

I wonder if all of you here have ever had coffee from McCoffee.

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