How do we get a younger audience to enjoy drinking Maxwell House coffee?
By creating a coffee-infused stout beer, of course.
Hoboken. A city with a rich history of Maxwell House coffee. It was once home to the company’s largest coffee plant, so big that the streets smelled like coffee every single day. With a median age of 31, Hoboken was the perfect place to launch the new Slow-Roasted Stout and bring the Maxwell House brand back to its original Hoboken roots.
This 360° campaign invites consumers to both learn about and be part of the brand story. The visual elements of this campaign were drawn from the 1892 Maxwell House packaging in order to bring a nostalgic feel back to the brand the while simultaneously launching a new product.
OOH / PRINT / SOCIAL / EXPERIENCE
ROLE: ART DIRECTOR & COPYWRITER
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#TheHouseIsBackInHoboken
The first step was to create a new logo, one inspired by their 1892 coffee packaging.
The signature Maxwell House blue was implemented into the new label in addition to the logo, illustrations, and tagline inspired by the old 1892 coffee packaging seen below.
Hoboken is home to a large public transport system with a lot of young people who are frequent riders.
These ads were placed along bus shelters across the city in a specific order to tell a story. By the end, viewers are invited to visit a special location to try the beer that was created with them in mind.
The smell of freshly brewed coffee once filled the Hoboken street because of the large coffee plant.
Reminiscent of the past, this billboard placed near the PATH train will have fans that blow out the smell of freshly brewed coffee to entice the senses of train riders.
The Maxwell Taphouse was built in Hoboken to promote the new Slow-Roasted Stout.
It’s an exclusive, one of a kind location created to physically bring Maxwell House back into the city.
A special grand opening took place at the Taphouse to launch the new product.
Invites were sent out on social media in addition to special invitation postcards that were placed in local Hoboken hotspots.
Coasters and glasses were specifically made for the Taphouse.
Words were printed on coasters that describe qualities unique to both coffee and beer.
The exclusive taphouse was designed with an industrial feel. The signature blue color was used throughout the location.
The logo was painted on the brick wall at the location with the #ShareYourStout hashtag.
It provided an opportunity for guests to take photos with their friends and stouts which were then shared on various social media platforms.
