mjb coffee mini case study. the goal of the “mjb coffee, why?” marketing campaign was to have shoppers shrug their shoulders whenever they passed mjb packages on grocery shelves. intended to be followed up by the “mjb coffee. meh, i guess.” billboards, mjb planned to baby-step their way into customers’ hearts. quickly, grainy photos of mustached mouths sipping from delicate rose-painted teacups populated the web as mjb coffee swept instagram and several other less well known social sharing apps. “gutter guinness”, a cocktail of colt 45 and mjb coffee, became popular in dive bars across the western us. soon, everyone who cared but insisted they didn’t was drinking mjb. after the coffee gained this surprise cult following, mjb launched a more aggressive campaign designed to appeal to their new hipster customer base. the introduced line of goods included letterpress coffee filters, a custom cupholder for bicycle handlebars designed to cradle the mjb/nalgene messenger bottle, and a popup etsy shop. unfortunately, the new tactic was unsuccessful and mjb embraced their current retire to obscurity strategy. researchers suggest that mjb’s attempt to capitalize on the positive response from hipsters was doomed from the start. one analyst explained, “it is simply impossible to look this market segment in the eye and have an economically viable offering - peripheral existance is the number one factor in success with this psychographic”.
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mjb coffee mini case study.

the goal of the “mjb coffee, why?” marketing campaign was to have shoppers shrug their shoulders whenever they passed mjb packages on grocery shelves. intended to be followed up by the “mjb coffee. meh, i guess.” billboards, mjb planned to baby-step their way into customers’ hearts.

quickly, grainy photos of mustached
mouths sipping from delicate rose-painted teacups populated the web as mjb coffee swept instagram and several other less well known social sharing apps. “gutter guinness”, a cocktail of colt 45 and mjb coffee, became popular in dive bars across the western us. soon, everyone who cared but insisted they didn’t was drinking mjb.

after the coffee gained this surprise cult following, mjb launched a more aggressive campaign designed to appeal to their new hipster customer base. the introduced line of goods included letterpress coffee filters, a custom cupholder for bicycle handlebars designed to cradle the mjb/nalgene messenger bottle, and a popup etsy shop.

unfortunately, the new tactic was unsuccessful and mjb embraced their current retire to obscurity strategy.

researchers suggest that mjb’s attempt to capitalize on the positive response from hipsters was doomed from the start. one analyst explained, “it is simply impossible to look this market segment in the eye and have an economically viable offering - peripheral existance is the number one factor in success with this psychographic”.