Maxwell House brand launch in Lebanon

The program involved a student competition to design dresses inspired by Maxwell House's premium coffee and actually encrusted with coffee beans. For this, Kraft Foods tied up with ESMOD, a leading fashion school in Lebanon, endorsed by international designer Elie Saab.

"Research shows that over 950,000,000 cups of coffee are consumed in Lebanon every year; there is no reason why such a sophisticated market should not have a variety of choices when it comes to an important element such as coffee and that is why we have brought in a superior product that is composed of 100% Arabica coffee beans and is freeze dried to seal maximum aroma and flavor," noted Wael Kaskas, Category Marketing Manager Coffee and Confectionary MEA DM, Kraft Foods.

The launch event was attended by the country's largest retailers, members of the media, renowned Lebanese personalities and some of the fashion industry's most reputed figures who judged the student works that made it through the semi-final phase of this exercise. "We are very excited about this project," says Kaskas, "We realize that Lebanon is a very fashion-oriented country and feel that this show will reveal a new aspect of product launches that has never been explored here before."

"At Kraft Foods, we recognize the Lebanese consumer's appreciation for quality products and will continue to supply it with our finest brands as part of our commitment to the Lebanese market," added Kaskas and continued to say "today's show was a mere glorification of the culture of coffee that people from every corner of the globe can appreciate. We hope that through this artistic demonstration we have managed to give Maxwell House the introduction it deserves."

"Maxwell House Selection is a high-quality instant coffee brand sure to be well received by the Lebanese community that is known for its taste for good coffee and we are confident that they will be swayed once they get a taste of our special granules," said Ibrahim Hanania, Business Manager, KFF FOOD & BEVERAGE, "As of this morning, consumers can purchase Maxwell House Selection from supermarkets and retail outlets across Lebanon and this is thanks to our wide network of retailers and partners who are also present with us tonight."

The uniqueness of this activity has created positive buzz in the country so far and major anticipation and hype is expected as more people get to know about it.

The dresses that were showcased during the event will be taken around the world so that more people will get to see the great talent of the young designers and mostly how coffee has taken on a different facet.