2nd Cup infomercial

Another infomercial has hit the Toronto airwaves.This time, the Second Cup Coffee Company is using the increasing popular medium to introduce consumers to the finer points of selecting and brewing coffee, and the in-store experience at Second Cup.Alton McEwen, president of...

Another infomercial has hit the Toronto airwaves.

This time, the Second Cup Coffee Company is using the increasing popular medium to introduce consumers to the finer points of selecting and brewing coffee, and the in-store experience at Second Cup.

Alton McEwen, president of Second Cup, says the infomercial will help people learn more about coffee and give them a better appreciation of his company service.

Chris Strachan, partner in The Bulldog Group, Second Cup’s agency, says the informercial is being used to position Second Cup as ‘coffee experts’ and to test the medium.

The infomercial went on air Nov. 18 on Rogers Cablesystems in the greater Toronto area. The 15-minute ad is being shown four times a day for a month.

Strachan says if the test is successful, the 15-minute infomercial will be shown in full motion rather than its current stop-motion format.

The infomercial’s 1-800 number can be used by viewers to order the Royal Blend coffee the infomercial offers.