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

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.