Project Description

Build Brand Relevance to Attract New Consumers

Business Portfolio & Strategies

The Challenge

Since introducing the first automatic drip coffeemaker in 1972, the Mr. Coffee brand has been leading the category. Recent brand tracking research revealed an aging consumer and lagging relevance with younger consumers, particularly those between 18-34. How could a brand with more than 40 years of history attract and appeal to young, new coffee drinkers whose tastes and expectations have changed?

The Strategy

Along with significant efforts to update the product design to make it more contemporary and appealing, the Mr. Coffee brand identity and voice was overhauled. The rigid logo was replaced with a stylish, hand scripted, expressive script. The color palette shifted from dull and dated to more rich, warm and vibrant. And the voice of the brand shifted to more authentic, obsessed, personal and dynamic, genuine, uncomplicated, knowledgeable and easy-going.

The Results

After initial shelf tests with new packaging were executed in control markets, the full line has been transitioned to the new look. Share among the target growth segments (18-34 year olds) increased double digits and positive momentum continues.

Endorsements

Mary Ann’s leadership and vision not only provided stability and collaboration for a diverse set of business units and brands, but also set a direction that allowed growth and innovation to take place.

Rich Lyons, Capgemini

Mary Ann brings teams of diverse experience and discipline together to effectively create disruptive ideas, align on priorities and deliver results through collaboration, empowerment and resourcefulness.

Mark Johnson, Innosight

Mary Ann provided the leadership critical to building a new business, from the ground up, within the existing corporate infrastructure- not an easy accomplishment in a Fortune500 company!

Bryan Janeczko, Loeb.nyc

Perhaps Mary Ann’s strongest attribute is her ability to work with large teams and find a way to inspire change and results.

Mike Fagan, President, Domtar Personal Care

Mary Ann has a unique ability to provide real strategic vision to any business challenge; in particular, she understands how to lead organizations in creating and implementing innovative new business models and transformative growth initiatives.

Mike Docherty, NextBig

Mary Ann is a “thinker” and a “doer”, which is a rare and valuable combination in my experience.

Glen Waisner, Catalyst Consulting Partners, LLC

Mary Ann has become an extension of our leadership team providing ongoing mentorship to our global marketing leadership

Mike Fagan, President, Domtar Personal Care

In all cases, Mary Ann provided leadership, insight and unwavering focus on consumers and their needs.

Glen Waisner, Catalyst Consulting Partners, LLC

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