LatteA ad looks like a drug ad?

I was wondering is it just me or does the contest ad and name for LatteA (front page/events) look like an ad for a new drug? The color choices and logo images scream new pharmaceutical product to me. I half expect to go to the doctors office and see pens with LatteA on them. I think they really missed the mark with the brand image, I keep seeing it but I don’t ever think about coffee. I guess its a good thing they are holding a design contest.