Key Objective:

Extend the momentum of our “Stay Grounded” campaign into the second half of the year with IMC focus (e.g., social, in-store, on pack, digital, events, mainstream, etc.)

Mandatories:

• Set up the foil (point out the ridiculousness of fancy pants coffee/set up the enemy)

• Leverage assets from “Stay Grounded” • Drive consumer engagement (online & in-store)

• Program should pack a punch to drive interest within the grocery channels

• Capture attention in-store/down our aisle/on shelf• Potential on-pack ideas (i.e. Holiday Roast)

• Ultimately lead to incremental sales (via new users)• Have a phased approach that builds Q3 – Q4 into 2013• Needs longevity• Feel viral/grassroots-like

Creative Inspiration….

House Rules

House Rules

The Concept

The Idea

The heart of the Stay Grounded campaign is the fact that the coffeehouse has nothing on your house. It’s true; you don’t need to grab your keys to grab a great cup of coffee. So let’s get this notion out there and further the beautifully simple idea of Stay Grounded.

The Challenge

Building up the energy

Consumer Led

Start off with the voice of the SVC and build it up from there

Broadenthe Voice

EncourageParticipation

In-StoreOpportunities

MediaReinforced

Igniting the spark

• The key challenge will be kicking off 2H with with the voice of our loyalist

• What’s the incentive?

• How do we get others to recognize the ridiculousness of pretentious coffee culture?

• How can we show the upside of keeping things grounded• Simplicity (how hard is it really to make a cup of coffee?)• Convenience (lounging longer in my underwear is kinda nice.)• Price (The average person spends WHAT on coffee per year?)

IMC Focus

Social/Digital PR In Store PromotionsMainstream

Awareness Engagement Amplification Incremental Sales

Awareness/Amplification

Creative Thought Starters

“Just Say No To Fancy Pants Coffee Day.”

The average person spends over $1000 a year on coffeehouse coffee. It’s crazy, but we can turn it into something grounded and get attention.

Facebook Promotion

Blogger partnerships

Digital PR In Store Events

Rewrap the tin on shelf-

On-pack promotion

Presence on morning TV shows

Mainstream

Newspaper Wraps

Morning commute train station takeover

Sweepstakes

Facebook

On “Just Say No To Fancy Pants Coffee Day” if you “Like” Maxwell House we’ll donate the price of a medium fancy pants coffee to a good cause.

Digital

Tap into the Blogosphere Let’s utilize some grounded bloggers to enhance the momentum and reach behind our efforts. They could help with promoting “Just Say No To Fancy Pants Coffee Day” and the whole idea of staying grounded with Maxwell House versus going to the coffeehouse.

Presence on morning TV shows Get morning show TV hosts to drink from blue Maxwell House mugs and make a mention of “Just Say No To Fancy Pants Coffee Day.”

Take over the windows outside the Today Show and promote “Just Say No To Fancy Pants Coffee Day.”

Public Relations

Rewrap the tin on shelf Just Say No To Fancy Pants Coffee Day (include date and Facebook info) Wrap it in a house rule: Drinking coffee in your bathrobe is never frowned upon at home.

In-Store

On-Pack promotion

You don’t need a coffeehouse to enjoy coffee and a treat. Get pastries or baked goods from the grocery store with your Maxwell House purchase.

In-Store

Sunday morning newspaper wrap One of the best coffee moments at home might be that Sunday morning cup. Let’s own it by wrapping the Sunday newspaper. “If you have to change out of your jammies to get coffee, change your coffee.”

Mainstream

Morning commute train station takeover

How could we remind people about how wonderful it is to enjoy a fresh cup of Maxwell House at home? We do it in our jammies, because you can’t wear those at the coffeehouse. We’ll have a team of folks in blue Maxwell House bathrobes serving up fresh coffee and breakfast as people step off the train. We could even give out cozy Maxwell House slippers.

We’ll have some House Rules for on-site signage. - “If you have to change out of your jammies to get coffee, change your coffee.”- “The coffeehouse has nothing on your house.”

We’ll get the PR machine going and get this event covered by the local media.

Event

Timing & Next Steps (Tentative)

•Briefing (5/9)•Creative Development (5/9 – w/o 5/22)•IMC Creative Presentation (w/o 5/28)•Revisions (w/o 5/28 – 6/4)•Client Presentation (w/o 6/11)•Production (June – July)•Live (Q3 – Q4/2013)