I got the reference for this article from class when the Professor mentioned about milkshake marketing, an intriguing and newly innovative way to sell products.
The milkshake was hired in lieu of a bagel or doughnut because it was relatively tidy and appetite-quenching, and because trying to suck a thick liquid through a thin straw gave customers something to do with their boring commute. Understanding the job to be done, the company could then respond by creating a morning milkshake that was even thicker (to last through a long commute) and more interesting (with chunks of fruit) than its predecessor. The chain could also respond to a separate job that customers needed milkshakes to do: serve as a special treat for young children—without making the parents wait a half hour as the children tried to work the milkshake through a straw. In that case, a different, thicker milkshake was in order.
Personally, I consider this as a very creative, innovative and intriguing method of marketing, the fact that a consumer would purchase thick milkshakes to quenche not just thirst, but also boredom.