How do we get a younger audience to enjoy drinking Maxwell House coffee? By creating a coffee-infused stout beer, of course. Hoboken. A city with a rich history of Maxwell House coffee. It was once home to the company’s largest coffee plant, so big that the streets smelled like coffee every single day. With a median age of 31, Hoboken was the perfect place to launch the new Slow-Roasted Stout and bring the Maxwell House brand back to its original Hoboken roots. This 360° campaign invites consumers to both learn about and be part of the brand story. The visual elements of this campaign were drawn from the 1892 Maxwell House packaging in order to bring a nostalgic feel back to the brand the while simultaneously launching a new product.