It feels like most of the time I’ve spent in a car this year, so far, has been for travel related to somebody’s recent death. And so it was that yesterday, Ruth, JTA and I zipped up and down the motorway to attend the funeral of Ruth’s grandmother.
It went really well, but what I wanted to share with you today was two photos that I took at service stations along the the way.
This one confuses me a lot. If I buy alcohol from this service area, I can’t drink it either inside… or outside… the premises. Are they unlicensed, perhaps, and so the only way they’re allowed to sell us alcohol is if we promise not to drink it? Or is it perhaps the case that they expect us only to consume it when we’re in a parallel dimension?
It’s hard to see in the second photo without clicking (to see it in large-o-vision), but the sign on the opposite wall in this Costa Coffee implies the possibility of being an “Americano Addict”. And there was something about that particular marketing tack that made me cringe.
Imagine that this was not a café but a bar, and substitute the names of coffees with the names of alcoholic beverages. Would it be cool to advertise your products to the “wine addicts” or the “beer addicts” of the world? No: because alcoholism isn’t hip and funny… but caffeine addiction is? Let’s not forget that caffiene is among the most-addictive drugs in the world. Sure, caffeine addiction won’t wreck your liver like alcohol will or give you cancer like smoking tobacco (the most-popular way to consume nicotine) will, but that doesn’t detract from the fact that there are many people for whom a dependency upon caffeine is a very real part of their everyday life.
Is it really okay to make light of this by using such a strong word as “addict” in Costa’s marketing? Even if we’re sticking with alliteration to fit in with the rest of their marketing, wouldn’t “admirer” or “aficionado” be better? And at least that way, Costa wouldn’t leave me with a bitter taste in my mouth.