Maxwell House Coffee has been a household brand for instant and brewed coffee for many years. Most recently, the marketing team at Maxwell House devised a new advertising campaign for their flavored coffee creamers, with the campaign centered around the idea of “spooning”. Spooning, a trendy term typically used to refer to an action done by romantically linked couples, recreates the brand to be an edgier, and more modern label. Currently, the brand has a loyal consumer segment, however, with the introduction of this new campaign, Maxwell House hopes to “bring new people into the fold” and target a younger generation of coffee drinkers.
By revolutionizing the consumer segment area of their business model canvas, Maxwell House alters other parts of their business model as well. Given the idea that Maxwell House wants to expand their target to a wider consumer segment by creating a new product, it would be essential for this company to also consider changing their channels. Where their former consumer segment would find their Maxwell House products at local grocery stores, the new flavored creamer targeting a younger generation could consider selling their products on university campuses or even promoting the product at local malls.
The potential success of Maxwell House’s million dollar ad campaign leaves competitors with much to consider about their own branding.
A quirky little snapshot of Maxwell House’s new ad campaign