We have been taught to look for a boost in productivity from this drink. Caffeine makes us feel alert and attentive. It helps us get through those non-optimal periods for productivity when we compelled to be productive anyway.

But coffee became with time more personal, mor...

Coffees offer us a way to look at our relationship to the larger world and see that sometimes our choices are not really our own.

This is not, of course, to say we enter the market as mere automatons. But we exercise those choices in a world of structured relationships. The 'me' that we ha...

Morning commuters seem to fall into one of two categories:

• the Caffeinated: ready to take on the day—they're reading their morning papers, or checking email, or reading for pleasure.
• the Un-caffeinated: with bleary-eyed, they walk more slowly up the stairs and are more irrit...

The consumer needed to be made more aware of what made coffee worth the price. So there needed to be a type of coffee to appeal to every person: Coffee for the aficionados, the penny-counters, those on-the-go, and the senior community who were already strong supporters. Coffee was meant to permea...