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Maxwell House undergoes brand refresh
April 14th, 2014
NORTHFIELD, Ill. – Maxwell House is refreshing its brand with a new look, new items and a new media campaign.
The brand refresh includes new packaging.
The Kraft Foods Group Inc. coffee brand said Monday that it's debuting new packaging graphics, a new logo and several new product varieties.
Plans call for the new packaging appear on store shelves in the coming months. The new canisters showcase the brand's iconic blue color, with an emphasis on the well-known coffee drop, a nod to the original line from Teddy Roosevelt in 1907, when he proclaimed Maxwell House Coffee was "good to the last drop."
"More than ever, Americans have embraced coffee as a routine part of their lives, so it made sense for us to reintroduce people to what a good cup of coffee can do to kick start a good day," statd Chris McClement, senior director for Maxwell House. "The brand's refreshed look and feel is meant to complement our evolving portfolio — from our traditional roast and ground varieties to our newer single-serve format — appealing to a broader group of coffee drinkers."
Maxwell House also recently introduced two new flavors in single-serve format: Original Roast and Master Blend. The company said the new items deliver the two most popular Maxwell House roast and ground flavors in a new form that will allow more people to enjoy them.
Supporting the brand refresh and new Maxwell House products will be a multimedia campaign dubbed "Say Good Morning to a Good Day," which highlights the benefits from starting your day with a good cup of coffee and emphasizes the brand's iconic "good to the last drop" tagline.
The campaign encompasses television, print and digital media and features the iconic "perking pot" jingle that has been part of American culture since 1959. The company said the ad inspires coffee drinkers to be their own champions of progress and encourages them to start their day off on the right foot.