Maxwell House Wants to Bring 'Good' Back into Fashion

W+K Portland Debuts New Campaign That Riffs Off Classic Tag

Published On
Apr 15, 2014

Editor's Pick

The story goes that Teddy Roosevelt, during a visit to Andrew Jackson's Hermitage 1907, had partaken in a cup of Maxell House coffee and proclaimed that it was "good to the last drop." The iconic line then went on to become the coffee brand's famous tag line. A new campaign from Wieden + Kennedy Portland brings a modern update to the classic phrase, to accompany Maxwell House's new package design, created out of We Are Bulletproof. Three new spots, directed by Steve Ayson of MJZ, show an average guy enjoying his cup of Maxwell House Joe. But instead of describing his brew with the superlatives typical of today (like "Epic, bro!"), he ponders in various silly ways, why the word "good" has fallen out of fashion. Check out the other campaign spots here and here.