Maxwell House launches new brand identity to connect with younger coffee drinkers
Campaign supports new packaging, logo, product varieties
Maxwell House, a coffee brand of Northfield, Ill.-based Kraft Foods Group Inc., is redefining its 121-year-old brand to re-ground America in what is truly good about coffee, the brand says. As consumers seek products and experiences that are described as “awesome,” “amazing,” or “incredible,” Maxwell House is aiming to make itself more relevant to a new generation of coffee consumers by reminding people just how good “Good” is, it says.
In line with this, Maxwell House debuted new packaging graphics, a new logo and several new product varieties, all supported by the new campaign, “Say Good Morning to a Good Day.” This campaign emphasizes the benefits that come with starting your day with a good cup of coffee and brings back its “Good to the last drop” tagline to reinforce this message, the brand says.