We tapped into the unpretentiousness of Washingtonians to create a backlash against coffee elitism. Our “Unsnobby” campaign included an eight-foot-tall coffee confessional housing our Dr. Phil of the espresso world, anonymous “Unsnobby Interventions” delivered via our unsnobbycoffee.com website and ubiquitous “four bucks is dumb” communiqué, which got Seattle buying McCafé, overdelivering our trial goal by 173%.

We were #1 in the U.S. market for the launch, surpassing our goal by nearly 173%. 5.5% of the population tried McCafé and McDonald’s consumer perception scores increased by 15% from a 37 rating (of 100) to a 42.We swept major network news for two days and landed on the front cover of the Seattle Post-Intelligencer and the front page of the business sections of the Seattle Post-Intelligencer and The Seattle Times. Nationally, our campaign was covered by Good Morning America, CNN and the Wall Street Journal.Also, more than 2,196 blogs talked about or mentioned our specific campaign.