Maxwell House Outfits Toll Booth Workers with Coffee - Event Marketer

Maxwell House Outfits Toll Booth Workers with Coffee

DB_MaxwellOlympus_2008-Ex
Brand: KRAFT MAXWELL HOUSE
Agency: OGILVYACTION
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2008

Maxwell House had to come up with a way to cater to consumers’ evolving caffeine palettes while maintaining its simple cup o’ joe appeal. So it created a new blend of 100 percent Arabica beans. All it had to do now was get it in consumers’ hands. The answer: Maxwell House launched the Brew Some Good campaign the day before Thanksgiving. It outfitted toll booths and toll booth workers with Maxwell House branding in eight metro areas across the country. The idea was that each toll would be on the house—Maxwell House.

Commuters were given a sample of the 100 percent Arabica blend to try out at home and a coupon to drive traffic to stores. Maxwell House also made a donation to America’s Second Harvest for every toll they paid. For non-drivers, the brand hit the busiest subway stations in each of the five New York City boroughs. Commuters were welcomed by Maxwell House signage and given samples along with free round-trip MTA Metro-Cards.

For a week, Maxwell House made its way onto one of America’s favorite game shows, “Wheel of Fortune,” where Pat Sajak reminded viewers that the brand was brewing some good. And on Black Friday, Maxwell House brewed some good for millions of sleepy shoppers lined up outside malls. When shoppers marched in, Maxwell House greeted them with a custom-built, giant Maxwell House cup. More than 150,000 shoppers in 15 cities stopped by to sample the new brew. Maxwell House also did in-store sampling. Overall, the brand distributed 2,156,600 samples and received 41,748,912 media impressions. Maxwell House’s coffee business grew its baseline consumption more than 12 percent, its strongest growth since 1998.

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