Boxed Coffee
You’ve heard of boxed wine, right? Well, what about boxed coffee? Maxwell House started producing ready-to-drink coffee in a cardboard box in 1990. But instead of marketing it as a cold product and potentially starting the iced coffee craze, Maxwell House instructed consumers to “Enjoy Hot” – ready-to-drink coffee.
Having to heat up the product cancelled out the convenience of it being pre-brewed! Since Maxwell House missed the mark with their advertising, their boxed coffee failed, and production was ultimately stopped. Later on, other companies made variations of this boxed coffee idea as iced coffee became more and more popular.
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