Fathers are those invisible ‘pillars’ in our lives, who we tend to overlook, yet they have a profound effect on who we are.
They guide us; they strengthen us; they provide for us… your father is the FORCE that your mother draws on to love you, nourish you, and nurture you.
That’s why every day should be a Father’s Day and no single day is enough to celebrate the fatherhood of an individual.
With that being said, when it comes to showing your appreciation for everything your father has done for you and you go shopping for an apt present for the Father’s Day occasion, do you get confused about what to give to the person who has given you your world and your life?
I often did. I just didn’t know what gift to give to my father on Father’s Day.
Cometeer tries this angle in this email. It starts with the headline “Father’s Day = Handled”. It hits your anxiety right off the bat. Imagine this, you are searching for a gift online, and suddenly, you receive this email in your inbox… won’t it be great?
It goes on to explain that in the copy, too.
(In my humble opinion, the copy is not doing its job properly. I want to feel the love and affection dropping heavily from every word in it. Instead, it is too focused on Cometeer being the “world’s best coffee” and skipping the “Father’s Day stress”.)
The second section shows you the different use cases of Cometeer coffee. You can create a barista-level brew in seconds. You can take it in hot or iced form, and even turn it into a dessert. And an “all-star lineup of blends and single-origin beans from the best roasters”.
The problem is, why does the celebration of fatherhood get lost on Father’s Day when you are talking about coffee? None of the above descriptions mention anything about how it delights your father on this day.
Something like “Does your father have a sweet tooth? With Cometeer, you can finally prepare a mouth-watering, delicious dessert that your father and you can enjoy over a game of football.”
Last but not the least, what does that image at the top stand for?
Earphones, notepad, an app on the phone (can’t make it out), and a financial newspaper as it seems like?
The idea is that they didn’t want to show a person in this image. You use an older person and you alienate those with younger dads. You use a younger dad and you push away the chances of a sale from someone with an older dad.
I understand the conundrum.
That’s why they went with a generic image containing the objects that a father usually uses. And then a clear, prominent image of the coffee right in the center (if you know what composition means).
The image is trying to tell me that a Cometeer coffee is the best thing about the morning along with the news, the emails, and whatnot.
Unfortunately, that’s not what it should be about. Maybe blur the image of a guy drinking coffee. Or create a fake photo album animation. Many ways to tackle the issue.
Since you are sending it on the Father’s Day occasion, make that the central theme of your email. Unfortunately, I don’t find integrity and congruence in this email.
The overall “vibe” of the email was great, though. Soothing with a dash of style. The color combination, the stark contrast, and the high resolution of the images… love ‘em.
It’s an email about coffee, and I think I can feel it already.