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.............................. Maxwell House Kraft Foods
Logo and Trademark..............................
Maxwell House is a brand of coffee manufactured by a like-named division of Kraft Foods. It is named in honor of the Maxwell House Hotel in Nashville, Tennessee. For many years until the late 1980s it was the largest-selling coffee in the U.S. and is currently (ca. 2007) second behind Folgers, which is manufactured by Procter & Gamble. Maxwell House was the long-time sponsor of the early television series, Mama (TV series), based on the play and film I Remember Mama. It starred Peggy Wood as the matriarch of a Norwegian-American family. It ran on the CBS network from 1949 to 1957 and was perhaps the first example of product placement on a TV show, as the family frequently gathered around the kitchen table for a cup of Maxwell House coffee. Early television programs were frequently packaged by the advertising agencies of individual sponsors. As this practice became less common in the late 1950s, Maxwell House, like most national brands, turned to "spot" advertising, with the agencies creating sometimes long-running campaigns in support of their products. One such 1970s campaign for Maxwell House featured the actress Margaret Hamilton, the former wicked witch in The Wizard of Oz, as Cora, the general store owner who proudly announced that Maxwell House was the only brand she sold.
Along with television advertising, Maxwell House used various print campaigns, always featuring the tagline "good to the last drop." The publication of its Passover haggadah by the Joseph Jacobs Advertising Agency beginning in 1934 made Maxwell House a household name with many American Jewish families. This was a clever marketing strategy by owner Joseph Jacobs, who hired an Orthodox rabbi to certify that the coffee bean was technically more like a berry than a bean and, consequently, kosher for Passover. Maxwell House coffee was the first to target a Jewish demographic, and the haggadah continues to represent a synthesis of American and Jewish interests.
Maxwell House coffee is produced at three U.S. locations: Houston, Texas, Jacksonville, Florida, and San Leandro, California. A fourth plant (actually the oldest of the group), located in Hoboken, New Jersey, was closed in the late 1980s. Its enormous rooftop sign, proclaiming the brand name and a dripping coffee cup, was a landmark visible in New York City across the Hudson River from Manhattan. The plant was later sold and demolished. The site, like most New Jersey riverfront property opposite Manhattan, is now occupied by a condominium. The Houston plant was divested by Kraft Foods to Maximus Coffee Group LP in late 2006. In March 2007, the neon coffee cup sign which glowed like a beacon over the city's East End was removed from atop the side of the sixteen-story coffee roaster building.
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