Maxwell House has a humorous campaign suggesting you can use its International Café line of flavored instant coffee as a creamer. In the first
campaign for the brand in years, the Kraft unit tapped Shopper Arts Network says spoon the coffee into a cup of coffee, the joke being that spooning the instant coffee into the cup with the kind of
spooning done by couples in love. The $3 million effort uses a style reminiscent of vintage Euro ads.
Read the whole story at The New York Times »