We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Maxwell House Ads Tout Its “Good” Coffee As Being, Well, Good Enough

April 15, 2014: 12:00 AM EST
The Kraft-owned Maxwell House coffee brand is revamping its advertising strategy toward a lower-key, back-to-basics message: its brew is “Good” – not Great – “To The Last Drop”. AdWeek notes that the definitely “underwhelming” theme pushes the point that there’s just too much hyperbole in ads these days: awesome, amazing, etc. Good is good enough, though in one ad the man tasting the coffee almost proclaims it “Great”, before getting back on-message. The ads are targeting baby boomer java imbibers who perhaps are not yet as enamored of Starbucks and other “Great!” coffees as their kids.
Emma Bazilian, "Ad of the Day: Maxwell House Says Its Coffee Is Good, Not Great, and Means It W+K takes aim at hype", AdWeek, April 15, 2014, © Adweek
Kraft Foods
North America
United States of America
Companies, Organizations
Marketing & Advertising
Products & Brands
Developed by Yuri Ingultsov Software Lab.