"The Best Part of Waking Up is Folgers in Your Cup."

I am the type who hardly sees this as a good advertising campaign. Saying that you product is the best part of a horrible experience is hardly enticing. Consider the following list of the things I consider the most horrible that could happen to me:

1.) A frontal lobotomy performed using a pair of nutcrackers and a bb gun.
2.) A sudden, unexpected vasectomy.
3.) Waking up early
4.) The Black Plague
5.) Being forced to decide who to root for in a cage match between Rowdy Roddy Piper and Macho Man Randy Savage.

So saying that you product is the best part of waking up fall somewhere in between saying "the best part of a frontal lobotomy performed using a pair of nutcrackers and a bb gun is that it probably didn't cost very much," and "the best part of the Black Plague is that is gives you pause (however brief) to consider the nature of you own mortality, and find solace in the love of your family." I am not sold on either of these.

If I had to sell a product associated with any of these experiences, I would take the pitch that it makes the whole thing a little less excruciating. After all, the best part is probably not all that good.