top of page


Maxwell House is a household name in the coffee industry, recognized for its rich history, high-quality products, and commitment to customer satisfaction. The brand was founded in 1892 and has since become a beloved staple in homes and offices around the world. Maxwell House's success lies in its dedication to providing customers with a consistent, delicious cup of coffee every time they brew.

Team: Rose D’Amato, Mia Douglass, Caroline Hastings, Michael Shea, Alley Steele

My Soles: Research, strategy, deck design

The Problem

Millions of people drink Maxwell House because it is simple and affordable. However, for those who don’t drink Maxwell House, the brand is perceived as outdated and cheap. 

The Opportunity

While people want to feel like they’re getting a good deal, they don't want to feel cheap.

The Solution

Give people a reason to be proud to drink Maxwell House.

About us-9.png

The Maxwell House brand needs an affinity boost

Today Maxwell ranks #3 in sales of regular ground coffee in the U.S.

Despite its success, the Maxwell House Brand suffers from a lack of brand affinity.

Screenshot 2023-04-11 at 9.32.57 PM.png

People want to feel like they're getting a good deal, but they don't want to feel cheap

For those who don’t drink Maxwell House, it has an outdated brand perception...
Screenshot 2023-03-30 at 10.00.14 PM.png
Those, who do are reluctant to claim the brand
Screenshot 2023-03-30 at 10.13.09 PM.png
Screenshot 2023-03-30 at 10.13.16 PM.png
Cup of Coffee

Maxwell House isn't keeping up with the trends.



(Late 1800s)


Coffee Shop Culture


About us-10.png

Craft & Coffee



Consumer Identity & Social Media


An Expanded Consumer Base

Current Maxwell House Consumer

  • Many are Gen X and Boomers*

  • Tend to live in small cities/rural areas**

  • Many are working class

  • Appreciate a deal

  • Don’t place importance on trends

New Maxwell House Target Consumer

  • Many are Gen X and Boomers

  • Include Gen Z and Millenials

  • Tend to live in small cities/rural areas

  • Many are working class 

  • Expanded view of the working class

  • Appreciates a deal

  • Doesn’t place importance on trends

  • Have financial incentives to be frugal

Maxwell House, where frugal is a Virtue

A virtue that allows you to spend on what matters to you.
Keeping money in your pockets can unlock opportunity.
Frugal is a virtue that opens up a whole new world.

Give people a reason to be proud to drink Maxwell House.

Meet Maxwell

A Man Who Celebrates Your Frugality
bottom of page