Branding experts say it is an ingenious way of securing customer loyalty. Persuading people to use the terminology of a company create a sense of belonging and loyalty to a brand.
Companies like Starbucks have a particular language to describe their coffee - half-caf, black, no-whip. Sizes are tall, grande, venti, and trenta
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Iced-coffee is enjoyed by 38 percent of people in the U.S. between the ages of 18 and 24.
One explanation for iced coffee's popularity is that young people, who have been raised on iced-cold and sugary sodas want to integrate it into their coffee-drinking experience. Another reason is that ice-cold coffee can keep you alert. It offers similar benefits as a Red Bull.
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By 1988 only 50 percent of the adult American population drank coffee. In 1962, average coffee consumption was 3.12 cups per day; by 1991 had dropped to 1.75 cups per day.
At the onset of the 1980s, coffee growers and retailers realized that the current 20-29-year-old generation had little interest in coffee, which they associated with their parents and grandparents.
For the coffee industry to survive, it needed a new marketing strategy. The consumer was changing and coffee-players needed to pay attention.
Crucial questions the 'me' generation will ask: "What's in it for me? Is the product 'me'? Is it consistent with my lifestyle? Do I like how it tastes? What will it cost me? Is it convenient to prepare?"
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