Hasta La Creative!

Kraft Foods Group thinks it has the right recipe to rev up sales of one of the retiree set’s favorite brands.

It’s called Maxwell House Iced Coffee Concentrates, a sweetened coffee syrup that is squeezed into water or milk and poured over ice to create an iced coffee. Think of it as Mio with caffeine. The new product, which comes in a 1.6-ounce, 10-serving squeeze bottle priced at $3.99, is part of Kraft’s campaign to lure price-sensitive and on-the-go millennials to its 122-year-old Maxwell House brand and, it hopes, keep them as lifelong customers.

Kraft began its Maxwell House refresh last year with a new logo, modern graphics and a blue color scheme, backed by $25 million in advertising. The processed-food giant plans a renewed push in the months ahead, with a heavy emphasis on digital and social media, spaces where smartphone-tethered young people increasingly get their information.

Continue reading at AdAge.com