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Yawning for Coffee (Calling Dr. Pavlov)

A recent PR stunt from Douwe Egberts has airport patrons receiving a free coffee when it senses that they are yawning. Obviously that’s a clever trigger, but is it enough to push through a brand? I’d be very surprised if this really got their sales pumping, especially as it seems they have a distribution issue. (I’ve never seen them anywhere before this.) Is the cart being pushed before the horse? (Am I falling into antiquated cliche?) And just on a conceptual note, does it make sense to associate yawning with coffee in the customer’s mind? Wouldn’t a coffee manufacturer want to associate alertness with a specific cup of java? If I’m sleepy, a yawning trigger would make me think of Douwe Egberts but not neccesarily as a wake-up inducer.

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