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The change comes only a couple months after the coffee brand launched a new campaign called "Say Good Morning to a Good Day." The campaign revived Maxwell House's "Good to the last drop" tagline as part of a brand overhaul that included new logos and packaging (one of the TV ads is shown above). The effort has been accompanied by a major spending boost to an expected $25 million in 2014, which is roughly triple what the brand had recently been spending, according to published reports.
The relaunch was handled by Wieden & Kennedy, which had won the account from McGarryBowen about a year ago. But the agency's hold on the brand was brief, with the two parties parting ways last month. A Kraft spokesman confirmed Taxi's win today in an emailed statement to Ad Age. The agency will handle the account in the U.S. and Canada from its offices in New York and Toronto.
"We are satisfied with the 'Say Good Morning to a Good Day' campaign. Taxi will be charged with evolving that positioning in a way that makes sense for both the U.S. and Canada," a Kraft spokesman said. "We appreciate Wieden & Kennedy's work to reposition Maxwell House," he added. "They were the right partner to help guide this important relaunch and we look forward to their continued partnership on other assignments."
A Wieden & Kennedy spokeswoman could not immediately be reached for comment. The agency continues to handle Kraft's Velveeta brand, the Kraft spokesman confirmed.
Maxwell House, long a coffee powerhouse, has struggled in recent years as new competitors enter the market. The brand's North American coffee market share fell to 7.7% in 2013 to $1.08 billion in sales, down from 8.8% in 2012 and off its recent peak of 12.3% share in 2004, according to Euromonitor International. The Keurig brand, which comes in the popular pod-style K-cup variety, led all coffee brands with 18.4% share in 2013, according to Euromonitor. Folgers ranked second with 12.5% share, with Starbucks packaged coffee fourth at 7.6%, according to Euromonitor.