Slogans such as 'Do yourself a favour: discover fresh coffees' from Cafédirect's 1999-2002 advertising campaign suggest the first responsibility of ad readers is to themselves. In her paper "Consuming Lives, Consuming Landscapes" Dr Caroline Wright argues that 'Do yourself a favour' mimics the infamous L'Oreal campaign by-line 'Because I'm worth it.' Cafédirect's campaign also includes short, snappy, minimalist phrases such as 'Think it' and 'Drink it', echoing Nike's by-line 'Just do It'.
Producers of fairtrade goods aim to give disadvantaged producers and farmers a fair price for their produce. However, the dominant message to shoppers is that fairtrade purchases will be good for them, as well as good for third world producers.
As a potential consumer I am 'sold' the idea of fairtrade as being of direct benefit to myself: it makes for a premium quality coffee that I can reward myself with.
From the late 1960s, when the term 'trade not aid' was coined, a small, niche market, grew up around fairly traded goods. A more professional approach to marketing is now used, and fairtrade is promoted by appealing to shoppers' self-interest. According to Dr Caroline Wright, it's a strategy that is definitely working. Sales of fairtrade foods have more than doubled over the past three years and they are starting to compete with major brands.
Historically, 'ethical' brands have made heavy use of brief accounts of individuals in the developing world whose difficult lives have been transformed for the better by fair trade. Poverty was seen as a strong selling point, and has featured prominently in adverts for fairtrade goods. But in recent advertising Cafédirect has marketed itself in a very different way.
Dr Wright added: "There has been a definite shift. In going for the mainstream, they have decided that you can't use a 'bleeding hearts' message. It must be upbeat, positive, and a high-quality product."
"In order to break into the bigger market, Cafédirect has diversified into organic brands. If capitalism is about making us want more and more things, then Cafédirect fits in with that."
Dr Wright's study also reveals that the company's structure has some interesting similarities with other globalised brands in that there is a marketing shell, a brand rather than a manufacturer. They do not grow anything themselves, but subcontract, which, for Dr Wright, is comparable to the way that giants of the globalised world do business.
Dr Caroline Wright added: "The Fair trade market is growing in the UK, but much progress is still to be made. There is still a huge gap between interest in and awareness of the issues and changes in purchasing patterns. Although 30% of people say they're concerned with ethical consumption, this translates into only 1-3% regularly buying fair trade."