THE HOUSE IS BACK IN HOBOKEN
With the goal to reach a younger target audience, Maxwell House Coffee launched a new product line: Slow-Roasted Stout, a coffee-infused beer.
Hoboken is a city packed with a rich history of the Maxwell House brand. With a median age of 31, it was the perfect place to launch the Slow-Roasted Stout and bring Maxwell House back to Hoboken. This campaign includes a series of bus shelter ads, a billboard, and a taphouse that invites consumers into the brand story. The logo and graphic elements were drawn from the 1892 Maxwell House packaging to bring a nostalgic feel to the campaign while simultaneously rejuvenating the brand and launching a new product line.