Kraft is pushing ahead with an effort to remake Maxwell House by changing the coffee's formula and packaging while rolling out a new ad campaign. The effort, tagged "It's A New Morning. Brew Some
Good," includes national TV and print ads along with product sampling and online promotion. Kraft also says it will give away nearly 1 million cups of hot coffee in 15 shopping malls nationally. The
aim is to "further Kraft's commitment to contemporize even our most iconic brands for a new generation of consumers," says Lorraine Hansen, senior vice president and general manager of coffee at
Kraft. "This is by far our best coffee ever. For years, Maxwell House has been an important part of America's homes and communities."
The move comes not long after billionaire investor Nelson
Peltz pushed the company to sell Maxwell House and its Post cereal business, and on Nov. 15, Kraft said it would sell Post to Ralcorp Holdings for $2.6 billion. At Maxwell House, Kraft says it will
now offer coffees made just from Arabica beans that "are known for their superior quality, rich aroma and distinctive taste."
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