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To help Maxwell House further its messaging as the brand to "wake up with," TH executed a unique morning stunt. Every Thursday for 4 consecutive weeks, TH brand ambassadors arrived at the Today Show to hand out customizable Maxwell House-branded poster boards and markers to those waiting in line for their chance at on-air notoriety. Consumers were encouraged to write personal messages on the boards and hold them up while on camera. Once all poster boards were distributed, the team handed out samples of the coffee to morning commuters on their way to work in a variety of high traffic street corners around midtown Manhattan. Results included 18.4 million impressions with Maxwell House branding across 4 morning telecasts and 20,000 commuters reached through product sampling and distribution.