PROBLEM: High-end coffee was getting out of hand but perceptions of quality were cutting into sales of Maxwell House.
UNDERTHINK IT: Poke fun at coffee “culture” to re-inforce our consumer’s pride in a simple mug of good coffee.
“French Press”
“Mugs”
“Sippy Cup”
We also introduced Maxwell House to K-Cup, the ultimate simple cup of coffee.
“One Size”