I was watching TV last night when one of the Maxwell House commercials came on and I actually paid attention for once. It's a bit old (2008) and is referencing their "Brew Some Good" campaign (orchestrated by OgilvyOne Toronto) where Maxwell House donated $226,000 to nominated charities instead of spending it on a commercial.
The reason that I paid attention was because Maxwell House donated to C.A.R.D. (a.k.a. the Community Association for Riding for the Disabled), which just so happens to be a pet cause of mine. The ad had me completely convinced that I should support Maxwell House at least by buying their instant coffee when I'm going camping. (I'm very particular about buying whole beans instead of ground coffee, so switching over completely isn't feasible.) However, after a little research, I found out that the donations and their Brew Some Good Week were a one-time deal in celebration of their reformulated 100% Arabica bean coffee.If Maxwell House really wants to celebrate by rewarding "Canada's top do-gooders", the donations should be on-going or at least offer yearly competitions, and Brew Some Good Week would also be a yearly thing organized by Maxwell House. If the company can afford to throw that kind of money at charities once by reducing costs on their commercials, logically speaking they can do it again. And again.
Nice PR stunt Maxwell House, but I'm not buying.
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