Today I would like to give some examples of how coffee in the first wave worked. First wave coffee is driven by brands like Folgers, Maxwell House, and Tasters Choice.
You may remember that "first wave" coffee was driven by:
- Commercialization and
In the video above almost nothing is said about the coffee itself, but it connects drinking coffee to a lifestyle that OTHER people have. It basically says "drink coffee and you can be like the people you wish you were." This is a typical first wave philosophy.
In This video the lifestyle is almost oppressive. It basically says drink Folgers or you will be a failure as a wife. It uses broad social pressure to push a brand. Like the first ad it pushes you into homogeneity with society as a whole.
We will explore Second and Third wave coffee in future posts