Maxwell House Brews Brand Renovation

In an effort to refresh its brand image, Maxwell House has launched a new campaign, “Say Good Morning to a Good Day,” which includes new packaging graphics, a new logo and several new product varieties.

As part of the brand renovation, consumers will see the new packaging appear on store shelves in the coming months, with canisters that showcase the brand’s iconic blue color, with a concentrated emphasis on the well-known coffee drop.

“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 new coffee varieties, which aim to reach both existing customers and the elusive Millennial generation, include the brand’s Original Roast and Master Blend in a single-serve format.

The campaign is supported by TV, print and a strong digital focus, and features the iconic “perking Pot” jingle.