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.
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%.