Maxwell House Brews Up Brand Refresh

Coffee maker is perking up its 121-year-old brand.

April 16, 2014

NORTHFIELD, IL – Maxwell House announced that it is redefining its 121-year-old-brand by focusing on the essence of good coffee.

“As consumers continuously seek things in life that are described as awesome, amazing or incredible, Maxwell House is making itself more relevant to a new generation by reminding people just how good "good” is, the company said.

As a first step, the company debuted earlier this week new packaging graphics, a new logo and  new product varieties, all part of its “Say Good Morning to a Good Day” campaign that emphasizes the benefits of starting one’s day with good coffee.

"More than ever, Americans have embraced coffee as a routine part of their lives, so it made sense for us to re-introduce people to what a good cup of coffee can do to kick start a good day," said Chris McClement, Senior Director, 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."

The company’s multi-media brand campaign includes TV, print and a strong digital focus. It will also include its iconic “perking pot” jingle that was first launched in 1959.

In addition to its new campaign, Maxwell House is introducing new coffee options with the intent of reaching both existing customers as well as Millennials. In March, Maxwell House introduced two new flavors in single-serve format: The Original Roast and Master Blend. 

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