Maxwell House Debuts New Logo, New Product Varieties

April 15, 2014

Maxwell House announces the first step in reinventing itself by debuting new packaging graphics, a new logo and several new product varieties, all supported by the new campaign, "Say Good Morning to a Good Day," which emphasizes the countless benefits that come with starting the day with a good cup of coffee. Maxwell House is bringing back the iconic "good to the last drop" tagline to reinforce that idea.

"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, in a prepared statement. "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."

As part of the holistic brand renovation, consumers will see the new packaging appear on store shelves in the coming months. The new canisters showcase the brand's iconic blue color, with a concentrated 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,” according to the release.

The new, multi-media brand campaign includes TV, print and a strong digital focus and features the iconic "perking pot" jingle that has been part of American culture since 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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Kraft Foods Group is one of the largest food and beverage companies in North America with annual revenues of more than $18 billion. With the spirit of a startup and the soul of...