Politics, Weather, Photography, and the Dog
Tuesday 26 March 2013

Via Sullivan, a description of how Maxwell House Coffee got its brand on 50 million Passover tables:

Maxwell House decided to publish a book, specifically a Haggadah, and offer it to customers for free with the purchase of a can of coffee. (A Haggadah recounts the Exodus from Egypt, comprised of prayers, songs, and stories which guide the Passover Seder.) The Maxwell House edition was an instant hit. Today, it’s the most popular Haggadah in the world, with over 50 million printed.

Why has this piece of branded content endured generation after generation? Four underlining principles make the Maxwell House Haggadah the perfect case study in branded content:

1. Branded content must serve a consumer need.
Maxwell House wasn’t distributing content for the sake of distributing content; most likely, the agency lead didn’t have a secret ambition to be a translator (or rabbi!). Instead, it began with a simple insight: Jewish families spend quality time around the Seder engaged with a Haggadah.

Also the branding didn't intrude, like having Moses "descend Mt. Sinai with the tablets in one hand and a latte in the other."

Tuesday 26 March 2013 09:01:27 CDT (UTC-05:00)  |  | Kitchen Sink#
Search
On this page....
The parsley, the egg, and the branded content
Countdowns
The Daily Parker +3483d 06h 19m
Italy 0d 15h 40m
IDTWHQ move 17d 15h 55m
Parker's 9th birthday 18d 06h 55m
My next birthday 99d 11h 00m
Categories
Aviation (366) Baseball (110) Best Bars (10) Biking (46) Chicago (1000) Cubs (199) Duke (134) Geography (370) Higher Ground (5) Jokes (284) Kitchen Sink (711) London (72) Parker (204) Daily (204) Photography (157) Politics (307) US (1148) World (287) Raleigh (21) Readings (8) Religion (68) San Francisco (94) Software (217) Blogs (83) Business (251) Cloud (91) Cool links (152) Security (105) Travel (261) Weather (755) Astronomy (94) Windows Azure (64) Work (101) Writing (15)
Links
Archive
<May 2015>
SunMonTueWedThuFriSat
262728293012
3456789
10111213141516
17181920212223
24252627282930
31123456
Full archive
Blogroll
About
David Braverman and Parker
David Braverman is the Chief Technology Officer of Holden International in Chicago, and the creator of Weather Now. Parker is the most adorable dog on the planet, 80% of the time.
Legal
All content Copyright ©2015 David Braverman.
Creative Commons License
The Daily Parker by David Braverman is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License, excluding photographs, which may not be republished unless otherwise noted.
Admin Login
Sign In
Blog Stats
Total Posts: 4820
This Year: 206
This Month: 41
This Week: 7
Comments: 0