Maxwell House: Its a new morning, brew some good

It is becoming increasingly obvious that corporate social responsibility (CSR) plans have a positive impact on the image, employees and customers of a brand as more and more companies are proudly promoting their initiatives. One such example is the coffee brand Maxwell House, whose CSR plan is derived from their slogan “It’s a new morning. Brew some good”.  Their entire marketing campaign is based around the idea of giving back and random acts of kindness, so not only are you brewing good coffee (in their opinion) but you can also make the world a better place.

Maxwell House’s Canadian website is Brewsomegood.ca and they incorporate this into their advertising including their television commercials.  Maxwell House are eager to let their customers know about their initiatives as it is what sets them apart from (some of ) their competition. Their cleverly designed homepage looks like a newspaper that boasts the name the “Good News Gazette” understanding that  in these times people might be searching for something that is positive on a daily basis.

Habitat for Humanity is one of their major headings on the site as they are proud sponsors of Habitat for Humanity Canada. Maxwell House links to Habitat for Humanity’s website and part of their CSR plans is to promote the various ways everyone can help Habitat for Humanity by helping to build a home, make a tax deductible donation or even serve on a habitat committee amongst other ideas.  They also have a link which encourages people to create webpages “If you’re passionate about supporting [Habitat for Humanities] work, you can help [them] out by creating your own webpage and sharing it with your family and friends.  Any funds you raise through your webpage can be directed as you wish, and will be used to build homes and hope for families in need”.

Maxwell House also has made a commitment to pushing people to do random acts of good – they even had a Brew Some Good Week. Maxwell House says that the “Brew Gooder Team was very busy handing out instant rewards to people across [Canada] when they performed random acts of good. Why not keep the goodness going? After all, random acts of good can be contagious”. They even give a list of some random acts of good, like giving blood, helping someone carry groceries etc. The Good News Gazette on their ‘newspaper’ home page has a link, which generates a different random act of good for anyone who clicks on it. You can even get a free copy of “Cool to be Kind” when you download their new widget!  You can sign up for their free Good Newsletter if you want goodness delivered to you.

CSR initiatives that encourage others to get involved and make raising awareness fun is where Maxwell House is leading by example.  Reminding people that any random act of kindness and compassion to the people you interact with daily can make the world a better place and that is what Maxwell House is promoting.  It’s a Good Morning.  Brew Some Good.