Maxwell House - our "house" campaign

Maxwell House Coffee, a leading brand for over a century, was seeing brand equity and sales being eroded over the decade to 2005.

Maxwell House – our “house” campaign

BUSINESS SITUATION

Maxwell House Coffee is one of America's most recognizable brands with almost universal awareness. Over its 115 year life, the brand has a storied marketing history and developed a wealth of well-recognized branding devices.

One of Advertising's legendary moments occurred when David Ogilvy used Teddy Roosevelt's comments that the coffee was “Good To The Last Drop” to create the brands signature slogan. Maxwell House's venerable perking pot music is still highly recognizable. The brand's Cup and Drop logo also has very strong consumer awareness and appeal. The strength of these brand icons...

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