KRAFT BREWS INTERNATIONAL COFFEE LINE
By Adnews Staff
Toronto-based Kraft Canada has merged its General Foods International Coffees line into its Maxwell House coffee brand to create Maxwell House Cafe International Coffees. The flavoured instant coffee beverages debuted earlier this year. The line's 13 varieties, including French Vanilla, Suisse Mocha, Irish Cream and White Chocolate Truffle, will continue to be sold in the rectangular tins in which the General Foods International Coffees were previously sold. Re-designed packaging now displays Maxwell House's blue colour and "good to the last drop" icon. Individual flavours are also identified using icons such as a green clover for the Irish Cream variety. In-stores, consumers are being introduced to the new line through grocery cart advertising, shelf-talkers, coupons and product sampling. Additional support includes direct mail and public relations. The line will also appear elsewhere in Maxwell House's marketing. Public relations are being handled by Strategic Objectives of Toronto.