Do you remember Buddy saying in the movie “Elf”: “You did it! The world’s best coffee.” I love that movie, and as a marketer it is one of my favorite parts of the movie.
Aspirational marketing messages feature unrealistic references of beauty, success, love or fulfillment. Advertisers use hyperbole, exaggeration, embellishment and overstatement as easy code to communicate how brands stand out from competitive brands.
Otherwise, how could every retailer or auto dealer have the best price, best service and best selection? Someone has to have less stuff at higher prices. Right?
Advertising reaches in and finds that hopeful spot full of ambition to be better or have a better life. Many messages don’t break through the clutter. They don’t beat the sniff test. But what if you do want the world’s best coffee, where do you go?
When I wanted the world’s finest chocolate, it was being sold by a little kid for a school fundraiser. I bought a few bars. You know what, to me it was some of the world’s finest — especially the chocolate with caramel inside.