Marketing Help - Do you know the James Bond of Coffee?

We are introducing a new ancho coffee chile rub at The Spice House. As a small business, we don't have the means to engage marketing teams or focus groups, so I thought this would be a great group to ask for opinions. We are deadlocked in the final count for a the name. I really like the name Lt. Colonel Francisco's Coffee Rub, or some variation on this. His full name was Lieutenant Colonel Francisco de Mello Palheta, and like James Bond, there is undercover work and a woman involved. Wondering if the coffee drinkers among you have ever heard of this legend? The story, whether true or not, makes for great copy, but it would work better if there were people who already knew it. The other name is Gaucho Grill Rub.

I didn't know the Lt. Coloniel until now, but I like that name a lot. Gaucho Grill Rub seems pretty generic to me.

I haven't heard the story either. Neither name appeals to me. The coffee story is too convoluted. The Gaucho one generic and doesn't communicate coffee at all.

Isn't a Gaucho an Argentine cowboy?

Never heard of him, and "gaucho" doesn't say "coffee" to me.

I'd go with something like "Gaucho de Melo Palheta Coffee Grill Rub." Yes, it's long (and if my Google search is correct, there's only one L in melo), but "Gaucho" seems to imply something from South America, "de Melo Palheta" adds intrigue by suggesting it comes from a specific exotic locale, and "Coffee Rub" describes what it is, and gives an idea of the flavor profile. It can all be explained in the smaller text on your packaging, but when most peoples' eyes are quickly scanning across shelves filled with all your great products, it's the name that has to intrigue them enough to pick it up and look it over.

Considering that Lt Colonel Mello de Pahleta was Brazilian, I wouldn't mix him up with Argentine gauchos. I'd probably go with something churrascaria related linked to coffee.

chgoeditor wrote:Never heard of him, and "gaucho" doesn't say "coffee" to me.

Um, ditto. Sorry.