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Maxwell House unveils digital content series


Maxwell House has launched a sponsored digital content series called "Made Right Here," that showcases “made-in-America” stories as part of its efforts to rejuvenate the brand and tap into a new generation of coffee drinkers.

Produced in partnership with Coolfire Studios and Mr. Here Productions, "Made Right Here" features the people behind products manufactured all across the country, from the small sheds and workshops of artists to large gleaming factories run by assembly lines.

Co-hosted by Max Wastler and Joe Gannon, each webisode of "Made Right Here" offers a documentary-style look at how things are made and by whom. Early next month, Max and Joe will visit the Maxwell House facility in the heart of Jacksonville, Florida.

"Like the other businesses highlighted in 'Made Right Here' this season, Maxwell House is a business that is passionate about making good, quality products right here in America," said Chris McClement, senior director, Maxwell House. "Our people pride themselves on the art of making coffee — from selecting the ideal beans to expertly roasting and grinding them — so that hard-working people like those featured in these episodes can fuel their day with a good cup of coffee."

The series will feature 10 different businesses, including a blue jean-making shop in Nashville, Tennessee; Lawn Chair USA in Walthourville, Georgia; and a visit to Nocona, Texas, where folks have been making baseball gloves for more than 80 years.

Each five-minute episode will live online within the "Made Right Here" interactive digital hub, which will also feature local news feeds, blogs, additional content videos and the ability to vote for the business to be featured in the series' 10th episode. An accompanying sweepstakes will launch on October 6, offering a chance to win prizes from some of the "Made Right Here" featured businesses, including Maxwell House products, an acoustic guitar, a hand-stitched baseball glove and a pinball machine from Stern Pinball, the oldest and largest designer and manufacturer of arcade-quality pinball machines.

Earlier this year, Maxwell House took its first step on a journey to rejuvenate the brand by debuting new packaging graphics, a new logo and several new product varieties. As part of this continued evolution, Maxwell House is expanding its product portfolio and introducing two new dark roast blends this month: Intense Bold and Smooth Bold varieties.

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