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Overview
Maxwell House is a household name in the coffee industry, recognized for its rich history, high-quality products, and commitment to customer satisfaction. The brand was founded in 1892 and has since become a beloved staple in homes and offices around the world. Maxwell House's success lies in its dedication to providing customers with a consistent, delicious cup of coffee every time they brew.
Team: Rose D’Amato, Mia Douglass, Caroline Hastings, Michael Shea, Alley Steele
My Soles: Research, strategy, deck design
The Problem
Millions of people drink Maxwell House because it is simple and affordable. However, for those who don’t drink Maxwell House, the brand is perceived as outdated and cheap.
The Opportunity
While people want to feel like they’re getting a good deal, they don't want to feel cheap.
The Solution
Give people a reason to be proud to drink Maxwell House.
The Maxwell House brand needs an affinity boost
Today Maxwell ranks #3 in sales of regular ground coffee in the U.S.
Despite its success, the Maxwell House Brand suffers from a lack of brand affinity.
People want to feel like they're getting a good deal, but they don't want to feel cheap
For those who don’t drink Maxwell House, it has an outdated brand perception...
Those, who do are reluctant to claim the brand
Maxwell House isn't keeping up with the trends.
Mass-disruption
(Late 1800s)
Coffee Shop Culture
(1980-1990)
Craft & Coffee
(2000-2010)
Consumer Identity & Social Media
(Today)
An Expanded Consumer Base
Current Maxwell House Consumer
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Many are Gen X and Boomers*
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Tend to live in small cities/rural areas**
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Many are working class
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Appreciate a deal
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Don’t place importance on trends
New Maxwell House Target Consumer
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Many are Gen X and Boomers
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Include Gen Z and Millenials
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Tend to live in small cities/rural areas
-
Many are working class
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Expanded view of the working class
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Appreciates a deal
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Doesn’t place importance on trends
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Have financial incentives to be frugal
Maxwell House, where frugal is a Virtue
A virtue that allows you to spend on what matters to you.
Keeping money in your pockets can unlock opportunity.
Frugal is a virtue that opens up a whole new world.
