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| Launch of "Make Every Day" Campaign in Canada |
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| In FY'00, the coffee market in Canada generated over $487MM, with over ¾'s of that revenue derived from the grocery coffee segment. Within that segment, the Maxwell House and Folgers portfolios occupied over 60% of total volume. OOH vendors like Starbucks, Second Cup and Tim Horton's were, however, growing to such popularity that the cachet of the OOH coffee "experience" had marginalized the relevance of "at home" coffee brands. Alarmingly, the Maxwell House brand continued to experience declines in measures like "coffee expert" and "made with better beans" — equities that the brand had owned for decades. |
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| Concurrent with a US ethnography study, Ogilvy Canada undertook a research exploratory to define the relationship between Maxwell House coffee and its users. Across the US and Canada, the results were remarkably similar, allowing for the development of the first North American creative platform called "Make Every Day Good to the Last Drop". Rather than focus on the traditional equities of product features like coffee beans, an area where OOH brands clearly had superiority, the new campaign drew upon the heritage of the Maxwell House brand itself and the growing importance of coffee consumption as an experiential state. The "MEDGTTLD" campaign strove to reinvigorate the brand by connecting with emerging consumer trends like wellness, work/life balance and growing youth trends like empowerment and freedom. The trusted heritage and familiarity of Maxwell House was positioned as the social "glue" that created the environment when these moments/experiences could occur. |
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| In Canada, MEDGTTLD was supported by locally-created OOH and TV developed by Ogilvy New York. At the end of year one, the campaign idea extended into a promotional idea called The Maxwell House "Dream House" Sweepstakes where consumers could win a million dollars to "make every day good to the last drop". |
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| The Maxwell House "Dream House" Sweepstakes became the most successful promotion in Maxwell House history garnering over 200,000 entrants. Share increased 1% for RMH and 3.4% for IMH, principally from competitive brands. Trade support, in the form of better display and co-op spend, rose by 3% for IMH and 2% for RMH — both significant gains in a traditional weak channel. Based on the success of the "Dream House" Sweepstakes, it has become an annual promotion and is now in its 3rd year. After a rocky start, the communication mix of traditional TV and OOH in selected markets began to draw results. Brand tracking showed increases in important measures like "coffee for me" and "…" and declines in measures like "for my parent's generation" highlighting a growing relevance to younger consumers. Aided and unaided awareness of the new creative increased as well despite no significant increase in advertising investment. As of Q4 2002, the MEDGTTLD campaign is still running in Canada. |
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