Nabob 1979

Bob Bryant, chairman and CEO of Bryant, Fulton and Shee, remembers a 1979 spot for Nabob Coffee that, he says, found a really interesting way to demonstrate its new vacuum-sealed package: 'They did spots in which the spokesperson actually smashed a...

Bob Bryant, chairman and CEO of Bryant, Fulton and Shee, remembers a 1979 spot for Nabob Coffee that, he says, found a really interesting way to demonstrate its new vacuum-sealed package: ‘They did spots in which the spokesperson actually smashed a Maxwell House bag with the hard-brick Nabob [package] and pushed the coffee off the table.’

…And the winner is Nabob for:

Best Product Demonstration…

‘It was one of the earliest spots that really dissed the competitor but was accepted by consumers and had a huge impact on Nabob’s business. It built their share dramatically. The interesting thing was that it didn’t actually impact Maxwell House’s business very much. But it became the rallying brand for everybody who didn’t like Maxwell House. So a lot of other brands – Blue Ribbon, Mother Parkers – were significantly affected by the arrival of Nabob, which became the standard as the competitor to Maxwell House.’

The spot helped boost Nabob from a 3% market share to 26%. Today it is studied in business schools around the world including Harvard and the London School of Business.

Inside Bob Bryant

Q: If you weren’t in advertising, what would you be doing?
A: I’d be a lawyer.

Q: Who do you most admire in the world of marketing/advertising?
A: Anyone who is out of it.

Q: What campaign are you most proud of?
A: Kokanee, the Brew the Dog series.

Q: How fast do you drive on the highway?
A: Depends on if there are any police around.