Brew Some Good

We gave our ad budget away

When Maxwell House switched to 100% Arabica beans, that meant a better brew. Which got us thinking, If we made our coffee better for consumers, how could we make their communities better too?
By spending our advertising budget on doing good for others, that's how.

NOMINATE FOR GOOD

Online, we asked our fans to nominate a worthy cause, then profiled the chosen recipients. We received over 4,500 nominations and helped over 21 charities.

regent park

We donated to a music school in a disadvantaged community.

good reads

In print, we used our budget to profile emerging writers.

Mira

Then we supported an organization that trained dogs for the seeing impaired.

good art

OOH, we gave our space to emerging artists.

MORE THAN GOOD  📈

+ 8% growth between May and October +19% growth in August compared to prior year
Campaign contributed to an increase in penetration from 21.81% in 2007, 23.1% in 2008 and 23.9% in 2009
Creativity called it one of the top 5 campaigns in the world
Adcritic--- spot of the day; Creativity Top 5 of the week April 14. #1 Spot.