Food In Canada

Maxwell House wants to brew up some good for Canadians

By Food in Canada staff   

Food Trends Beverages coffee consumer survey consumer trends

Maxwell House's optimism survey shows positive results

Maxwell House recently set out to test the mood of consumers with its Survey Optimism, Coffee and Canadians.

The study, conducted by Angus Reid Public Opinion in February and March 2011, revealed that 85 per cent of Canadian consumers consider themselves optimistic; 86 per cent believe optimism is contagious; and 79 per cent try to encourage optimism rather than pessimism. At the same time, however, only 66 per cent of those surveyed said they were a “cup half full” type of person.

The study is part of Maxwell House’s new marketing mission to “open up a bottomless can of optimism for Canadians,” according to Rena Nickerson, senior brand manager for the Kraft Foods coffee brand.

With that in mind, the brand will be posting “Maxwell House Optimism Walls” featuring positive quotations in downtown Toronto and Montreal, and hosting an Optimism Café in Montreal throughout April. Other marketing efforts include TV commercials urging Canadians to take “Optimism breaks, and a website,, offering daily doses of real-life inspirational stories.

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