Unpacking our topic

Subject
Persuade consumer to buy fair trade, creating awareness

Ethical - treated as human beings rather than slaves/not machines, -karma, creates a nice cycle

Sustainable - environmental, supportive, consistent income for the farmers and workers involved

Better quality. Taste better.
Morally good person.

Supporting little slave labour: anticorporate.

Standard price – not support trade labour.

Styles - natural, raw, close to its source 

Status - letting others know you support fair-trade, makes yourself seem good, not missing out, exclusivity e.g. ice challenge

Audience

Coffee drinkers

 – Families (quality)

-Office workers

-Students
Why? – Stimulant, taste, routine (kettle waking you up), queues, ritual, social occasion

Time of day 
-Morning:

Café – more automated process, consciously pushing fair-trade, peace from noise and comforting
Fairtrade at cafes- market differentiator, trend, to be more popular.
Practical “injecting coffee”, sensual coffee drinker.

Home – plunger ,convenient, cheaper (supermarket)

Context (Tangible)
-beans

-cups, mugs

-steam (rise)

-milk foam

-earthy brown (warm, rich)
-coffee house: shiny machine (noise)

-baristas (creates a vibe, environmental influences)

-plunger, tap

-packaging (differentiates brands) – care + love, brown eco-friendly bags vs plastic, organic

-coffee scooper 

(Intangible)

-sound of the coffee machine

-smell of coffee

-warmth 

-caffeine hit

-energy 

-texture: smoothness down the throat

-flavours and styles

-moral (feeling good about drinking fair-trade brand) small action (minimal effort) from you may mean a lot for someone else. 

-proper pay

-special moments

Who are we affecting? 

-farmers

-growers

-empowers individuals to make a change "powers of you" > textual 

Price range & Advertising

-expensive

-huge barrier 

-insane price difference between fair-trade and normal coffee

-spread fair-trade around, make it widely accessible 

-Peoples coffee uses a story to attract people. 

-samples/coupons 

-self promotion (people holding coffee cups)

-promote it widely - to get the word out about fair-trade

-Visually appealing, more inviting. Don't just force the audience to go fait-trade, give them a choice (personal choice)