Maxwell House Instant Coffee Powder is being relaunched with new packaging designed by FLB.
Client Kraft Jacobs Suchard approached the group to help maintain the brand’s domination of the powdered coffee sector.
FLB planning director Sam Blass says: “It was a highly challenging task to communicate the balance of the product’s smoothness with its full flavour. It was clear that a nostalgic route would not be relevant to the consumer.”
FLB claims to have met the brief by redesigning the graphics using texture and depth around and behind the brand identity.
No advertising is planned to support the relaunch. Blass says the powdered sector has suffered from a lack of marketing back-up in recent years as big budgets have gone to granulated/freeze-dried products.
“Consumers of powdered coffee know they like the taste but want reassuring that it is really good coffee,” adds Blass.