I Love to FIKA

—and I would definitely love to FIKA with Johan (actor John Prescott)…and sure, you may think of him as #206720…., but I think of him as my CoffeeMate. (Aren’t you glad that I didn’t say Coffee Creamer….oops, couldn’t resist.)

Johan is ‘TAXI’s’ creative embodiment of all that is Swedish Coffee: Gevalia. Or more to the point–all that the Canadian based Agency hopes will appeal to their targeted consumer group–not surprisingly, women aged 35-45. Gotta love us MILFS.

We drink a lot of coffee. And Johan knows what We Like.

Taxi thinks we should buy Gevalia INSTEAD of Starbucks Instant at the supermarket.

Gevalia is the largest coffee roastery in Scandinavia.

It is also a wholly owned subsidiary of Kraft Foods producing more than 40 different varieties of coffee and tea.

Enter Johan.
…unlike Starbucks, based in Seattle, Gevalia is vying for a different image.
After all, Johan doesn’t have tattoos or a piercing (in sight…or is that insight?…could even be on site).

He has No Weird Ear Grommets (well, weird per my demographic, thank you) large enough to shove a coffee spoon inside….no plaid shirts.
Nothing ‘Smells like Team Spirit,’ (or Wet Gym Socks).

And Hey STARBUCKS: what IS with the ‘Aquariuan/Piscean’ Starbucks Green/White logo “Maiden” anyway?
She looks three cups short of Medusa.

In the past, Gevalia coffee was only available for home delivery.
I hope that’s still an option.

välkomna älskling

….of course….some of us enjoy a darker—even perhaps more full bodied, bigger, thicker FIKA

(banned in Sweden)

  1. Dan8855
  2. Zoe

Leave a Reply