Maxwell House Compostable Pods
We built the world’s first compostable billboard, increasing sales by 12% and sparking an exponential rise in social media engagement.
Every cup of Keurig coffee is tinged with the bitter taste of guilt, knowing the pod will sit in a landfill until the end of time. But new Maxwell House compostable pods fully compost in 49 days. We knew in order to convince our skeptical customer base, we couldn’t just tell them. We had to show them.
We created a social campaign that allowed viewers around the world to watch with their own eyes as a pod broke completely down into compost over 49 days, proving that our new coffee pods are good to to the last drop, and long after.
In total over 80,000 people engaged with the billboard. Online, it saw 70% positive sentiment. And sales increased by 12%, double the category benchmarks.
