Berkley & Jensen Coffee: Rejection

This is one time you'll love rejection.
99 out of 100 beans aren't good enough for Berkley & Jensen.
The 'Q' seal on Berkley & Jensen bags ensures that only the highest quality beans are inside - ­rated in the top 1% in the world by the Coffee Quality Institute. Better yet, it tells coffee lovers that they're going to enjoy an extraordinarily delicious cup of coffee.

Advertising Agency: BJ's Wholesale Club In-house, Boston, USA
Creative Director: Susan Kurnas
Art Director: Tim Needham
Copywriter: Kevin Acciaioli
Photographer: Michael Indresano
Co-Creative Director: Loretta Kennedy
Designer: Gary Hoare
Published: September 2008


scarfinati's picture
837 pencils

Jesus christ a CD, AD, Co-CD, and designer for ONE ad...

Business is slow eh guys...

homutmiranda's picture
37 pencils

just dislike ads claiming itself the best of all, who knows! lack of creativity!

karankal's picture
52 pencils

This looks like an early 90's ad where there are too many elements and almost look like an advertorial. Is that intentional or did they just have too many things to say (that should not have been said anyway?
The message is quite clear for me, at least the creative brief. It's simple telling me that Berkeley&Jensen coffee beans are not dregs but are chosen from the lot. The said that in too many words and images that are not as effective as one single visual and one line.

sneakyhands's picture
1857 pencils

this coffee is brought to you by the letter Q

"think quality. think value. think blah blah blah" - pretty boring

i like the photography, but everything is floating in space. i feel like i can fit my hand between the paint and the bag, or behind the beans.

STRTLRS's picture
1607 pencils

...and we're back to 1999.

I think, therefore... yeah.

johnny_corvair's picture
42 pencils

This is what is called an ad.
It's what we do.
This ad works very well.
Who cares if it looks like it's back in 1999 or 1969. The trend these days in which every ad has to be image based and so cryptic in concept as well as messaging is wrong. Think like a consumer, not a creative.

It's just advertising.

Daisy25's picture
8 pencils

I'm not a big fan of the headline - thinking as a consumer. At first glance I thought that they used the rejected beans. They taste good though, so it's ok to love rejection.

Misstree's picture
425 pencils

I love the layout...rustic and very coffee. And i love the way the cup looks...i feel i can just pick it up and sip it.

Having said that, the ad's so-so.


Not all who wander are lost.

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