When sampling a new cup of coffee, it is reasonable to hope it does not taste like dishwater (the bar may be low, yet a bar nonetheless). So, consider flipping the script and branding the beverage “DishWater Coffee”. The counter-intuitive approach inverts a low bar into a high ceiling, monetizing the aromatic space where buffalo beans are least (or most) likely to be pressed. Our team refers to this strategy as “Anti-Marketing”. The principle is to lean into the irony and “double decaf your caffeine” with reverse expectations.
DishWater Coffee: tastes so good you can wash your dishes with it!”
