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I've seen the latest Moxie Java billboards around Boise recently, promoting Moxie Java Gift Cards as gifts this Christmas. The copy reads something along the lines of "Because coffee shouldn't be put in a box." The image is of a wrapped box, with a brown corner and liquid around the bottom of the box.

Here's the thing. I get the concept, I just don't like the execution.

• The "coffee" leaking out of the box appears, to me at least, to more closely resemble the consistency of motor oil than it does coffee. Try this one for yourself -- pour a cup of coffee into a gift box, small cardboard box -- anything really. See for yourself how much is absorbed by the box and how much leaks out onto the floor/counter/table/surface.
• Black coffee? Is that the best they could come up with? Moxie Java offers so much more than just black coffee. Yes, I realize that black coffee may be the easiest visual representation, but the easiest choice is not always the best choice.

Just my opinion, of course. I do not know who is doing work for Moxie Java these days, but I'd be interested in hearing what everyone else thinks about this one. Comment away.

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