Campaign Imminent: Maxwell House launches first new product, rebrand in almost 10 years (Score 50)

Sales Lead: Kraft Heinz's Maxwell House (MH) recently launched its first new product in almost a decade.

• The coffee brand introduced an iced late with foam made by combining a MH packets with iced water.
• It is reportedly the first-ever foaming agent available in grocers.
• In 2024, MH will roll out its first rebrand in (also) almost a decade in order to reach younger audiences.
  • This brand refresh will involve at least a new slogan and packaging.
  • It will update its old slogan, "Good to the last drop," to "Live Life to the Last Drop."
• The brand will likely:
  • Return to higher digital spend, especially once new work launches
  • Make forays into additional digital channels such as paid social, YouTube, online video, OTT, podcast, DRTV, and/or connected TV (CTV)
  • Seek additional agency support
• Target demographic: 
  • Gen-Z

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: YTD, MH has spent roughly $2k on digital ads, less than half of the roughly $5.4k spent by this point last year.
  • YTD data: So far this year, the brand has earned around 858k digital impressions via digital display ads placed via The Trade Desk onto yahoo.com.
  • Last year: MH spent approximately $28.7k on this channel last year after having spent much more, approximately $450.4k, in 2021.
• Additional channel insights  
  • The brand holds planning conversations in Q4 and buying conversations in Q1.

Additional agency insights:

• Opportunity: MH may need brand-specific support promoting with its new branding, so get in touch soon to be top-of-mind.
  • ​​​​​​​Agency reviews are especially likely due to Kraft Heinz's recent top marketer departure.
• Current agency roster (MH brand):
  • Starcom Worldwide​​​​​​​: Media AOR
  • View parent company Kraft Heinz's's full roster here.

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.