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

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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

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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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Tuesday, May 14, 13

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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