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playact coffee; the other half Borden’s Cremora. “None wanted to act out coffee, which they saw as dark, touch, rugged, and manly,” says [the researcher] so he took the part and found himself embraced. The women told him they were softening him and making him milder. He told Cremora executives to feminize its package and to describe the interaction of coffee and Cremora in terms of a male-female relationship
Other researchers also find coffee perceived as male. The marketing firm that designed the current jar and label for Taster’s Choice coffee found that a label with a women’s picture caused tasters to fine that coffee weak, so they put a man’s face on the jar “not unlike a man’s torso.” This “vaguely masculine contour” was a success. ~ Page 233
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