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Maxwell House Refreshes Iconic Coffee Brand

Posted On: 4/21/2014

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TAGS: Maxwell House remake, Maxwell House coffee, office coffee service, OCS, vending, Kraft Food Group, Say Good Morning to a Good Day, Joel Cheek, Maxwell House Hotel, good to the last drop

NORTHFIELD, IL -- Kraft Food Group is reinventing its 121-year-old Maxwell House brand to make it more relevant to a younger generation.

The brand refresh includes new packaging graphics, a new logo and several new product varieties, all supported by the new campaign, "Say Good Morning to a Good Day" that emphasizes the benefits of starting the day with a good cup of coffee.

The new packaging will showcase the brand's iconic blue color, with greater emphasis on the well-known coffee drop, and will begin appearing in the coming months. Maxwell House is also bringing back the iconic "good to the last drop" tagline to reinforce the campaign, which will feature the iconic "perking pot" jingle that has been part of American culture since 1959.

In addition to its new campaign, Maxwell House has introduced its two most popular flavors -- Original Roast and Master Blend -- in single-serve format.

Maxwell House was invented in 1892 by traveling salesman and coffee aficionado Joel Cheek, who created a special coffee blend for the prestigious Maxwell House hotel in Nashville. In 1907, Theodore Roosevelt visited the Maxwell House Hotel, and after finishing a cup declared it was "good to the last drop," which became the brand's tagline.