A Cuppa Joe 65 Million Years in the Making

Editors Note: While I originally posted this on my work blog, The Daily Breakthrough (as it’s marketing related), I feel that I can … how shall we say … more pungently describe my feelings in this space.

Last Thursday, I was tasked with the incredibly tedious chore of attending a government RFP briefing session and taking notes on behalf of one of Marketing Breakthroughs’ clients. Sounds exciting, I know, but let’s set the stage, shall we?

First, despite the fact that the presentation was entirely in English, it was presented by a couple of dudes with thick Quebecois accents, making aural comprehension a chore, to say the least. Second, all these guys did was read their lame PowerPoint slides word for word, simulatenously infuriating and boring me to death.

So I was sitting there, entertaining the notion of imploding my skull by bashing it repeatedly against the table, when a shocking revelation struck me with the force a thousand charging yaks. You see, my clients decided to stop off at a nearby Second Cup while on their way to their meeting, and since the speakers weren’t doing a damned thing to win my interest, I decided to study the coffee cups. And that’s when I noticed something very peculiar …

Welcome to Jurassic Park!

Welcome to Jurassic Park!

That’s right. The Second Cup logo is the Jurassic Park logo.

Apparently Second Cup changed their logo a couple of years ago, but I’m not a coffee drinker, so this was entirely new to me. And let me tell you … it friggin’ blew me away. In fact, I was utterly transfixed on this unparalleled example on insanity that was just sitting there right in front of my face.

I mean, sure, Jurassic Park is a kickass movie, and the visual effects still hold up amazingly well to this day. But for a coffee chain to completely ape the logo? How in the holy hell did that happen?

I can just imagine some Second Cup marketing genius circa 2005 or 2006 pitching the following to the execs …

“You know what all the kids all raging about these days? That dinosaur movie from 1993! If only we could somehow capitalize on this phenomenon, we’ll be riding the express train to Moneyville, all the way to the corner of Blow Street and Hooker Boulevard!”

Insanity, I tells ya. Insanity.

And the worst part is, staring at the logo didn’t make me want to buy a coffee or hot chocolate … instead, it put John Williams’ score in my head and made me want to watch Jurassic Park for the hundredth time.

In fact, I’m done talking about Second Cup. Fuck Second Cup. I hate coffee anyway … vile, nasty swill that should only be consumed if there is no suitable motor oil substitute available. Let’s talk about Jurassic Park instead!

“He left us! He left us!”

“They should all be destroyed.”

“But John, if the Pirates of the Caribbean breaks down, the pirates don’t eat the tourists.”

“Clever girl …”

“Please! I’ve had it with this hacker crap!”

“And that’s when the attack comes … not from the front, but from the side, from the other two raptors you didn’t even know were there.”

"Yes, we have a T-Rex!"

"Yes, we have a T-Rex!"