In Starbucks on Wednesday I saw a poster:
“Made with 3% of the world’s best coffee.”
I started thinking about this statement and realized I didn’t even know what it meant. Is 3% of the world’s best coffee only given to Starbucks? Where does the rest of the world’s best coffee go? How do they decide what is the “world’s best”? Or is only 3% of their coffee made up of the world’s best? What is the other 97%? Crappy coffee?
Marketing is not supposed to make you think. I think Don Draper said that.