This clipping is from The Age – Sunday, 10 Dec 2023 – Page 9, to be exact, and for my money is a complete waste of the advertiser’s money.

Copyright © 2023 The Age

Firstly, we do not know who the man in the advertisement is, although he may be one of the family, most likely the boss. However, a smaller photo may have done even better because they could’ve used the extra space created in a way to provide more useful information.

For example, they could’ve given seven meaningful and interesting reasons about why the coffee is so good. Alternatively they could provide some great recipes that make unusually flavoursome and interesting coffee.

Perhaps they could’ve provided the location of coffee shops that serve this great coffee and maybe even offered ann incentive to try a free coffee at those locations.

There are probably a few other ideas that could be incorporated to make this a great advertisement with a better return to the advertiser. But maybe the boss just likes the photo!

PS Felicity, my miracle worker, points out that it could be actor Al Pacino which may make a difference to the whole context. I say “may“ but I don’t think so!

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