Maxwell House Targets 'New Generation' with New Look

Maxwell House hopes to appeal to the millennial market with a new look and more product options.

Maxwell House, the 121 year-old coffee brand once endorsed by President Theodore Roosevelt as “good to the last drop,” has updated its image and product line in an effort to appeal to a “new generation” of coffee drinkers. Here's a look at the rebranding:

In March, Maxwell House introduced its two most popular flavors in single-serve format (Maxwell House Pods): Original Roast and Master Blend.

The “redefined” and “re-grounded” image and product varietals will target young adults looking to start their day on the right foot, whether they’re about to embark on “selling that old car, applying for a job, or getting a first apartment.”

The new advertising campaign will combine Maxwell House’s iconic “good to the last drop” tagline with a new campaign called, “Say Good Morning to a Good Day.” The campaign will include television, print, and digital advertisements designed to appeal to a young adult audience.  


Karen Lo is an associate editor at The Daily Meal. Follow her on Twitter @appleplexy