When a noun becomes a verb, an idea becomes a legend. Marketers would have you believe it’s a science. That a product’s success can be measured in advance. That it’s formulaic. But success is a result of passion. And there’s no methodology of the heart (thankfully). Every new product begins with a motivation. A coffee machine designed to reinvigorate the consumer market and increase profit margins.
The idea phase follows, and this is where passion plays a critical role. Undertaking to design a new machine that functions flawlessly and is cost-efficient to produce, WAACS aimed to breathe new life into this standard kitchen appliance. Everyone secretly yearns for a butler. The signature bowed form WAACS devised for the new Douwe Egberts Senseo coffee machine gratifies this desire, symbolically anyway.
WAACS passion for the assignment was met with enthusiasm by those responsible for production. Namely, Douwe Egberts/Sara Lee and Philips. The Senseo was launched in 2002. The product has taken Europe by storm, surpassing all expectations. Now it’s on its way to the USA. Consumers call it Senseo. They call the frothy brew Senseo, too. As in, Can I make you a Senseo? That’s passion, too. Consumer passion. The mainstay of success.