Peet’s Coffee is out with a new batch of ads designed to underscore the company’s obsession with one thing and one thing only—making great-tasting coffee. 

This means, according to the latest ads, that the firm’s coffee taster doesn’t particularly care that floral prints and stripes don’t go well together (per the above image) and that its roast master doesn’t care that his car “predates modern day safety standards.”  Nor does the design team care that it isn’t likely anytime soon to win any prizes for innovation. 

The new ads were created by Pete’s ad agency Mischief @ No Fixed Address and are the latest installment of spots created for the recently developed brand platform positioning Peet’s as “Coffee For Coffee People.”  

The new ads launched today. Sample them here and here.  

Jessica Buttimer, the coffee roaster's senior vice president/brand & DTC, declared "the coffee industry has started to veer more toward style than substance and the result can be overwhelming menus and long waits. Our new ads remind coffee people that at Peet’s, we pour all our attention into the one thing coffee people truly want, really great coffee.” 

Underlying the campaign is research finding that 87% of coffee drinkers know a good cup of coffee from a bad cup and 36% consider themselves coffee connoisseurs.