Napoli Deliziosa, a coffee chain, is currently caught in a dilemma: should they market themselves by promoting ethical causes or embrace the edgy allure of Satanism? The company is contemplating whether their sales would benefit more from showcasing social justice logos on coffee cups or from featuring disturbing occult symbols hinting at Devil worship and possibly human sacrifice.

CEO Jack Browne expressed uncertainty, stating, "Helping reformed prisoners or destitute farmers in Kenya is a good thing to do. But on the other hand, pledging your allegiance to Lucifer is quite ‘edgy’ and marketable." Browne emphasized the need to attract influencers to promote their brand through cool logos, not just the conventional Fairtrade ones, noting that pentagrams are particularly popular.

"Virality is key to brand marketing," Browne noted, "and while sustainability is great for that, shocking quotes from Anton LaVey might be even better for business. One of my favorites is ‘Release your hatred towards those who deserve it.’" Browne also suggested that striking imagery, like a goat-headed demon, may be more impactful than traditional symbols like a tree.

Ultimately, the goal is to serve good coffee, but Browne acknowledged that modern consumers are more interested in being part of a trendy philosophy. He even joked about how easy it would be to make their blueberry muffins entirely black with food dye, adding, "I’m feeling a goat-headed demon burning busty virgins is definitely more striking than an abundant tree. Let’s go for that."