In order to prove to the world that it serves great coffee, grocery store chain Coop set up a coffee shop prank. As well as attempting to prove that its coffee is delicious, Coop wanted to remind the public that a good cup of coffee doesn't have to come from a hip cafe with outrageous prices.
The Secret Coffee Shop was set up for a month, drawing in more than 4,000 people who had the chance to cast a vote about the coffee served. The results revealed that 67% of people really liked the coffee, while 32% found it good and 1% did not care for the coffee at all.
After being in operation for 30 days, it was revealed that the Secret Coffee Shop was actually a publicity stunt that simply used branding to elevate Coop's current selection of coffee beans.
Deceptive Cafe Pranks
Coop's Coffee Shop Prank Proves That People Love Grocery Store Coffee
Trend Themes
1. Grocery Store Coffee - Opportunities abound for grocery stores to highlight their coffee offerings and challenge the dominance of hip cafés.
2. Disruptive Branding - Innovative branding strategies can help businesses like Coop create buzz and challenge consumer perceptions.
3. Publicity Stunts - Organizations can leverage the power of unconventional, attention-grabbing campaigns to generate excitement and capture market share.
Industry Implications
1. Grocery Retail - Grocery retailers can seize the opportunity to reposition coffee as a key offering and attract coffee enthusiasts.
2. Coffee Shop Chains - Established coffee shop chains can explore unique marketing tactics to differentiate themselves from their competitors.
3. Advertising and PR - The advertising and PR industry can tap into the trend of disruptive branding to help clients create memorable campaigns that challenge the status quo.