Ad of the Day: Maxwell House Says Its Coffee Is Good, Not Great, and Means It

W+K takes aim at hype

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In an age where you can find a Starbucks on every block and a trendy café frequented by coffee snobs who wouldn't be caught dead in a Starbucks on every other block, the task of making old-school home-brewed coffee appear even remotely cool would seem nearly impossible. And that, presumably, is why Maxwell House isn't even trying.

The 122-year-old, Kraft-owned brand is undergoing a major overhaul in its marketing strategy. But instead of attempting to remake itself into some sort of hip Starbucks alternative—"Hey millennials, these coffee grounds are turnt up!"—Maxwell House borrowed from its own classic "Good to the last drop" slogan to come up with a core message that its product is, well, good.

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