maxwell coffee campaign
DESCRIPTION
I loved the idea for this advertising campaign. We developed the idea of having an at home barista called Max Barista. He is the perfect man. He brews your coffee perfectly every morning and brings you coffee in bed. I hope you like it too!TRANSCRIPT
BY: ADENIYI, RACHEL BERTESKA, KRISTINA BRYSON, GRACE LAVALLEE, HEATHER RICH, KYLE
Tuesday, May 14, 13
Creative Brief
We hope to increase sales and brand loyalty. We want more people to brew at home.
Females ages 18 – 54
Attitude Brands they use Activities Dislikes Multi-taskers
Efficient
Impatient
They don’t like to be told what to do or like
Tech-dependent
Opinionated
Social
Cynical
Apple
Microsoft
Panera Bread
Starbucks
Bud Light
Trader Joes
Smirnoff
Target
Aka:Modern
Gym
Walking (live in city areas)
Biking
Festivals
Expensive things
Not environmentally friendly companies
Being told what to like
ProblemMaxwell house does not have a strong brand identity
Objectives
Target Market
Tuesday, May 14, 13
Maxwell House fulfills your desires for the perfect cup of coffee because YOU make it at home and YOU make it the way you want.
Maxwell, Max the barista, wants to give you the perfect cup of coffee in your own home, at your own time.
Maxwell house has been around for decades and not only is still up and running but also is a leader within their category. They have added new flavors and packaging to ensure that their products
are fresh, satisfying, and not only is there company reliable but it is also relatable.
It brings Maxwell from being a simply cup of coffee and turns it into something that is emotionally relatable.
What keeps the conversation going?
What is good about this new campaign is that it can be manipulated and changed. There are so many different types of women, therefore there are many different types of personal barista.
With an ongoing changing campaign there is always something new to talk about.
Why might they talk about this idea?
Reason to believe
Positioning Statement
Single-minded proposition
Tuesday, May 14, 13
MAXimizing your morning!
Find your MAX! Quiz
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Print - “Find Your MAX!”
National all -year plan
MAXimizing your morning!
1 insert
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TV Commercial Story Board
MAXimizing your morning!
MAXimizing your morning!
Morning sunrise.... MAX The Barista making your perfect cup of coffee!
The delightful aroma of the coffee being made
waking you up
Your perfect coffee awaits you
Enjoying your morning with the magnificent
cup of coffee
Tuesday, May 14, 13
MAXimizing your morning!
TV Networks
Morning Prime
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O.O.H - Bus stops
MAXimizing your morning!Tuesday, May 14, 13
French Roast
Bold Roast
Original Roast
MAXimizing your morning!Tuesday, May 14, 13
Vanilla Roast Hazelnut Roast
MAXimizing your morning!Tuesday, May 14, 13
MAXimizing your morning!Tuesday, May 14, 13
O.O.H Billboards
MAXimizing your morning!Tuesday, May 14, 13
Guerrilla - Elevators
MAXimizing your morning!Tuesday, May 14, 13
Guerrilla - Coffee Machines
MAXimizing your morning!Tuesday, May 14, 13
Tuesday, May 14, 13
Get to know the boys! Daily pinning from each Max sothat our consumers can connect with them!
Discover their likes from food to furniture and pin along with them.
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Each Max will be tweeting about their day, our flavors, and all of our wonderful promotions
This is a gateway to our website so that we can drive traffic.
Tweet @BaristaMax to ask him questions and stay connected Find out about our promotions
#BaristaMax
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@BaristaMax
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#coffee
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Another gateway to our website.
Facebook allows us to communicate easily with our consumers and talk about our promotions which will then link to our website!
Pictures from our interactive Bus stops will also be tagged on our Facebook to generate traffic.
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Example of Promotion
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Promotions
MAXimizing your morning!
Take your picture at bus stop and post it to Enter your picture for a chance to win a year of free coffee
New MAX & coffee roastEnter on Maxwell House websiteThe BEST idea will win $1,000Their idea will me the NEW MAX
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Public Relations
MAXimizing your morning!
Late night talk show appearancesGet to know the MAX’s
Make them seem more than just brand charactersPromote coffee and the other promotions
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Thank you so much &
have a fabulous day!The MAXWELL HOUSE COFFEE Team
RHazelnut Roast
KFrench Roast
GVanilla Roast
KOriginal Roast
HHazelnut Roast
MAXimizing your morning!Tuesday, May 14, 13