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Maxwell House Coffee Gets a ‘Good’ Makeover

Kraft will substantially boost ad spending on the brand this year


On Monday, Kraft Foods (KRFT) will unveil a new marketing campaign for it Maxwell House coffee line.

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Source: Flickr

Maxwell House will see its packaging, advertising and product line overhauled. KRFT will boost spending on Maxwell House advertising to between $20 million and $25 million in 2014, a jump from an estimated $7.8 million spent to promote the brand last year. Maxwell House will also receive an expanded social media and online promotional campaign, the New York Times notes.

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Though it spent much of the last several decades as the leading coffee in the U.S., Maxwell House — which was advertised with the iconic line “Good to the last drop!” — has been eclipsed by J.M. Smucker’s (SJM) Folgers coffee. In a bid to recover its top-selling status, Maxwell House will now combine its traditional ad line with other phrases to emphasize the “good,” including “Say good morning to a good day” and “Grab a good day by the mug.”

Kraft retained a number of marketing agencies to study consumer interaction with the Maxwell House brand, looking for elements of the brand’s marketing that worked and new ways to highlight Maxwell House in a digital age. Maxwell House sales top $1 billion, annually.

KRFT stock rose slightly in Monday morning trading. Over the last 12 months, KRFT stock has climbed more than 9%.

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