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Maxwell House – Brew Some Good May 21, 2008

Posted by Ivan Pols in Advertising, Kraft, Marketing, Maxwell House, Ogilvy Toronto Brands, TV.
Tags: , , , , , , , ,

What if we gave away the tv budget?

The 360 campaign that’s about optimism and doing good launched with surprises for Toronto subway riders: free tokens, free coffee, free Macleans magazines (the good news/bad news page got more good news from Maxwell House), a free concert (Chantal Kreviazuk sang at a grand piano outside the subway, busking for Habitat for Humanity) and these tv spots that cost a song. Viewers can nominate deserving causes that may receive some of the $200,000+ that was left over from the budget at brewsomegood.ca.

Maxwell House Invitation
Maxwell House – Invitation

Maxwell House Guide Dogs
Maxwell House – Guide Dogs

Maxwell House - Music School
Maxwell House – Music School


1. Beth Lundquist - November 19, 2008

Congratulations on a creative, and effective ad campaign. I was so intrigued (imagine – by a TV ad!) and inspired by the “guide dog” ad that not only did I look for more info on the internet, I actually bought some Maxwell House coffee. I’m a bit of a coffee hound (no pun intended) and I’m sorry to report the product doesn’t cut it for me.

Still I think it’s an absolutely fabulous campaign. Could you not use it for other Kraft products, or challenge competitors to come up with equally altruistic campaigns? (Could this turn into a reality show – corporations and their ad agencies would have to sell a product – ie – make a profit – in a creative way but also contribute to a worthy cause – as did the Maxwell House ads. There’d be some kind of cash payout but the real payout would be awareness and goodwill for the corp. and agencies).

Anyway, I’ve only seen the ad once, and that was a while ago, but I think you could get a lot more mileage out of it and/or the concept.

Beth L.
Burlington, Ontario

2. tina - December 10, 2008

i bought a pound of maxwell house french blend which i have been for at least 3 years and last week opened one brewed it and it was like brewing dirty water no taste and the contents looked like leaves not coffee beans so i had to throw it away and now i changed to community coffee which is more expensive but it is coffee

3. joni Godenir - January 20, 2009

Joni – January 22, 2009

I bought a tassimo coffee brewing machine and it is wonderful, I have been using the Maxwell House pods, and I love the coffee. It even makes it more delicious when I see all the wonderful things you are doing with the extra money, I love the guide dog commercial, I am an animal lover. I think a place that could always use more funds are the SPCA’s in Canada and the US. There are also alot of rescue foundations that are run privately that doing amazing work. Keep up the good work Maxwell House. P.S. I find there are so many rediculous commercials on tv these days, they are so overdone, your new commercials are to the point and really grabs your attention.

4. Darlene La Belle Box 719, Atikokan, Ont. Canada. P0T1C0 - January 25, 2009

I have been a coffee drinker for a long time. The coffee is really good.
I would like to see some one help the parents of injured children, such as money wise when the child has to go for theraphy to another city. One of my grandsons was injured by a baby sitter (very bad too) he was in a coma for nearly 3 months. When it was safe to take him home, the parents did not have the money to take him for theraphy to another city. So we did the best we could to help him to learn how to walk and talk again. He was only 14 months when he was beaten. It would be much appreiated by parents to be able to have a place to stay . Thank you.Gram.

5. Sharon Brown - February 24, 2010


I tried to do this through your site, but unfortunately the page is so light that I wasn’t able to see the boxes to register.

Credit should be given where credit is due! I was a Folgers coffee drinker “forever” but after seeing your non-ads reflecting the good you are doing in this very needy world of ours,I switched to Maxwell House. I’m glad I did. The coffee is excellent and it makes me feel part of what you are doing.

You are to be commended. Congratulations and keep up the good work.


Sharon Brown

6. Ben McEwen - April 20, 2010

Absolutely I have a cause to nominate. We are looking to build a Youth Drop in Centre in Madoc, ON, which is in rural Canada. We love our home but we need constructive and safe activities for Youth to do in our communities. We already have a worker in place who is developing this idea and running programs out of the high school. Financial support from Maxwell house would allow us to accelerate our plans and make the best drop in Centre on the continent.

7. Ben McEwen - April 20, 2010

I am very thankful for Maxwell house, Kraft, Wallmart and Proctor and Gamble among others for their continued support of community projects and families.

8. Ronald Bisbee - April 22, 2010

Hi there,my name is Ron Bisbee,Ilove your coffee and was wondering if you could put some of your money towards ALS funds to find a cure.This would be much appreciated for millions of people with this terrible disease.

Ivan Pols - April 23, 2010

Hi Ronald,
Please go to http://www.brewsomegood.ca/ and direct your inquiry there. This site is simply a showcase for Ogilvy Toronto, the advertising agency that thought of the idea.

9. Chelsea McPherson - January 25, 2011

Hi I love your coffee! I would like to nominate the food bank in Medicine Hat Alberta, in particular the healthy baby program. They provide pregnant mothers with nutricious foods and provide things to help new born babies get the best start possible. Its a great program and they sure could use some money. Thanks

10. Toronto Classifieds - January 31, 2011

This coffee brewer is incredible, make maxwell house taste gourmet lol..

11. DK - March 1, 2011

The current Maxwell House commercial with the ‘optimisitc girl’ who loves everything and can do anything is amazing!
This is what the world needs right now. A dose of optimism and a breath of fresh air! Great work.
You need to post this ad to YouTube ASAP.
Thanks again, you made my day with this commercial:)

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