# Coffee Cup Mouths Yawning Aroma Coffee Ads By Ayman | Published 2008-09-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/aroma-coffee-ads References: [coloribus](http://www.coloribus.com/paedia/prints/2008/09/22/204678/) I am not a coffee person, but I know from my java bean loving family and friends that the first thing on their minds is a nice cup of coffee when they wake up. These ads for [Aroma](https://www.trendhunter.com/trends/caffe-nero) coffee take that concept to heart and literally put a cup of coffee in place of the yawning mouths of people just waking up. I am not sure how I feel about this campaign. On the one hand, it is pretty straightforward and easy to connect. On the other hand, the coffee cups look creep and resemble [giant baby pacifiers](https://www.trendhunter.com/trends/good-start). The ads were photographed by Stock, Steeve Kozman for Impact BBDO Riyadh, Saudi Arabia with Ahmad Beck as creative and art director and copywriter (yeah, he’s multi-talented obviously). ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 43% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Yawning Aroma Coffee Ads:** Using coffee cups in place of yawning mouths in advertisements for Aroma coffee creates a memorable and attention-grabbing visual. - **Literal Visual Representations:** Taking everyday objects, like coffee cups, and incorporating them literally into visual representations presents an opportunity for creative and impactful advertising. - **Subtle Discomfort in Advertising:** Using unconventional elements, such as coffee cups resembling baby pacifiers, in advertising can evoke a sense of subtle discomfort that captures attention and prompts further exploration. ### Where This Applies - **Coffee:** The coffee industry can explore innovative and engaging advertising techniques by incorporating visual elements that directly represent the product, like using coffee cups in advertisements. - **Advertising:** The advertising industry can embrace literal visual representations to create impactful campaigns that resonate with audiences and leave a lasting impression. - **Creative Services:** Creative agencies and professionals can leverage the concept of subtle discomfort in advertising to develop unique and attention-grabbing campaigns for various brands and industries. ## Related on Trend Hunter - [Authenticity-Focused Coffee Campaigns](https://www.trendhunter.com/trends/for-the-love-of-real.md) - [Cheeky Coffee Ads](https://www.trendhunter.com/trends/starbucks-new-ads.md) - [Tranquil Coffee Aroma Alarms](https://www.trendhunter.com/trends/sunrise-alarm.md) - [Playful Coffee Packaging](https://www.trendhunter.com/trends/sunday-coffee-project.md) - [Bedside Alarm Coffee Makers](https://www.trendhunter.com/trends/sunrise-alarm-clock-coffee-maker.md) - [Social Experiment Cafes](https://www.trendhunter.com/trends/simply-coffee-caf.md) - [Barista-Inspired Holiday Cup Spots](https://www.trendhunter.com/trends/drawn-together.md) - [Limited-Edition April Fool's Lines](https://www.trendhunter.com/trends/oops-collection.md) - [Modern Coffee Packaging Designs](https://www.trendhunter.com/trends/happy-products.md)