On a recent flight from Newark to Denver, I got a coffee. The drink was good but the cup needed milk and sugar. The copy reads: "We select only 1% of the best Arabica beans with zero defects". illy wants United passengers to know something: these beans are quality. But if you ask me, that's not relevant. Think of the audience here. United passengers up 30,000 feet. They have no coffee options up here. It's just yes or no. Given that, I'd say the approach of differentiating vi
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