Stopping Power is all you need

A good claim has to stop you and address a purchase barrier or at least make you feel enough to provoke a response.  I found this claim from Bodum to be disturbing, irritating, yet delightfully disruptive to my perception of how I feel about my choice to use the Nespresso brand. 

I'm sure it adds cost so I would love to know if Jimmy John's measure the effectiveness or impact of this simple, playful, genius placement......After all a sandwich, is just a sandwich... right ?