For Coffee Intelligence, I was interviewed by the author of this article (Sarah Charles) about my perspective on using science and research-backed claims for coffee marketing. The article is a blend of the author’s own ideas and my reflections. The article was published on the Coffee Intelligence website in August 2024.

The marriage of science and marketing has become a potent tool for brands seeking to differentiate themselves and appeal to consumers – and the specialty coffee industry is a fan. 

Evidence-based claims, rooted in scientific principles and data, hold considerable sway in convincing customers of a product’s quality, credibility, and unique attributes.

Neutrogena highlights dermatologist-tested formulas, technology-driven solutions, and clinical research. Gatorade pushes scientific claims about electrolyte balance, hydration benefits, and performance enhancement. Oral-B features dentist recommendations and clinical trials. Apple blasts performance metrics and design innovations based on engineering and research advancements.