The Maxwell House campaign was created through Swift Agencies Night School Flight School- a six week creative bootcamp and mentorship program.
Our brief was to get basic coffee drinkers to take pride in choosing Maxwell House by appreciating it for what it is: Basic AF
THE BIG IDEA
Coffee without the distractions
Maxwell House coffee is a brand for people who value their coffee as just coffee. Nothing more, nothing less.
It’s for people who truly enjoy their coffee for what it is. They don’t get caught up in trends and “coffee culture”. They simply enjoy making and drinking their own coffee, and don’t feel the need to overcomplicate things in life.
Coffee On Your Terms
OOH
THE TIKTOK CHALLENGE
We will create a TikTok challenge where people can show us how they drink coffee on their own terms.
Step 1: Maxwell House creates a video asking people to show how they drink coffee on their terms.
Step 2: People will duet the video showing off how they drink their coffee and tag it with #coffeeonmyterms.
Step 3: Maxwell House will send those people a coupon for a free Maxwell House coffee.
A YOUTUBE SERIES
We would create a new series called “Life on Your Terms” on the Maxwell House YouTube channel. This video series would showcase people who enjoy Maxwell House coffee on their own terms every single day.
MAXWELL HOUSE CAFE
A pop up cafe for lovers of coffee.
We would create a popup cafe that looks like someone’s kitchen or living room. We will have people brew and drink their own coffee as if they were enjoying Maxwell House coffee at home. These pop-ups will be placed near coffee shops or public parks in large urban cities that are big coffee hubs (ex. Los Angeles, Chicago, NYC, Portland, Seattle).
We want to bring the Maxwell House experience to the masses and allow people to have coffee however they want it.