Maxwell House uses "spooning" pun to push its instant coffee

09/30/2013 | New York Times (tiered subscription model), The

Kraft Foods Group wants customers to spoon in some of its instant Maxwell House International Café coffee as a creamer for other coffees, with ads playing up the double meaning of "spooning." The campaign from Shopper Arts Network lets visitors create vintage-styled postcards with lines such as "All dressed up and ready to spoon." Rupal Patel, brand manager for Maxwell House International, said the brand "needed something that was disruptive and engaging to get attention."

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