Maxwell House goes upscale

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Kraft Foods, Rye Brook, N.Y., next week launches a TV campaign backing a Chicago and Boston test of Premium Cup Collection, a new line of premium whole bean coffee under the Maxwell House label. The commercials from Maxwell House agency Ogilvy & Mather, New York, focus on "creating special coffee moments," a Kraft spokeswoman said. The coffee was previewed this week in a print campaign. One ad said the coffee has "All the complexity of a fine bordeaux but goes better with a doughnut."

Copyright March 1999, Crain Communications Inc.

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