The Chicago Tribune recently reported that Chicago-based Intelligentsia Coffee is phasing out its 20-ounce coffee and espresso beverages. Why? According to CEO Doug Zell, larger drinks end up “masking and adulterating the pure, intense flavors we work hard to source, roast and produce.” Nevermind the fact that the 12-ounce size is the best-selling size. To me this is pure marketing genius, by accident, intention or both. Intelligentsia ends up looking…Intelligent. As THE Java Purists, they instantly crown themselves as the coffee to drink for the coffee aficionado. I am sure there may be other reasons for the change. But the for me this is a move worth taking note of for the “increased perceived quality” effect.

Filed under: Packaging, Public Relations, Quantas Ginn, Strategy, Word of Mouth Marketing