Millstone was stuck. Many loved it, but the commodity treatment on its package was failing to compete in a rapidly changing category.

Using our proprietary ToolBox research, Deskey discovered that for the Millstone drinker, coffee is about the experience of escape and setting a mood, not the nuts and bolts of aroma and roast.

We created that mood, boosting sales and re-inspiring the Millstone brand. We reversed a two-year sales decline, increasing bulk coffee sales by 8%, volume by 9%, and profit by 10%.