Your current ad campaign "Respect the Bean" is incredibly arrogant. No, seriously, it is. How about running a commercial titled "Respect the Customer".
If I want a shot of mocha in my latte, that's my business, it doesn't mean I'm stupid. If I want a straight espresso, it doesn't make me somehow superior. Dragging a camera to a coffee plantation, pretending you actually care what the planters think (and face it, you don't give a rat's ass) and insulting the people who drink coffee, isn't what I'd call smart advertising.
Well done. Can't wait to see the next round of "insult the customers". I might start a Nabob Bingo game - pick the next "pickle in the ass, we know better" ad. Can't wait.