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Title Ad: Maxwell House Coffee, 4 full-page ads from various magazines, published 1945-1952.
Object Name Ad, Magazine
Catalog Number 2010.007.0169
Collection Maxwell House Coffee, Hoboken Division, Collection
Credit Museum Collections. Gift of a friend of the Museum.
Scope & Content Four Maxwell House Coffee full-page magazine advertisements removed from various magazine, issues published 1945-1952. Format and size varies.

Maxwell House Coffee operated a factory in Hoboken when these ads were published. It was one of four U.S. plants operated by its owner, General Foods Corp., and was at the time the largest coffee processing plant in the world. None of the ads or products seen have Hoboken stated in or on them.

Ad 1: The Saturday Evening Post, September 22, 1945; 10" x 13" high, full color; promoted a radio show that Maxwell House sponsored in this period: "Maxwell House Coffee Time" starring George Burns and Gracie Allen (premiered Sept. 20, 1945). A glass jar of Maxwell House ground coffee is depicted. The show's stars are seen (as drawn by an artist) arriving at the NBC studios by parachute and, of course, drinking coffee while doing so.

Ad 2: Family Circle, August 1948, page 71; 8-3/8" x 11-3/8" high; printed in black. Cartoon of billboard sign painter distracted by a pretty woman waitng at a bus stop. "Only One Coffee Brings You Good to the Last Drop Flavor." Products depicted: ground coffee in glass jar and can, jar of Instant Maxwell House Coffee - "News! Now in Instant [underlined] Form Too!"

Ad 3: Successful Farming, December 1948, pg 15; 8-1/2" wide x 11" high; printed in red and black. A cartoon of Santa Claus with his bag full of Maxwell House products about to go down a chimny, but first reading a billboard atop the building across from him. "Only One Coffee Brings You Good to the Last Drop Flavor." Products depicted: ground coffee in glass jar and can, jar of Instant Maxwell House Coffee - "News! Now in Instant [underlined] Form Too!"

Ad 4: The Saturday Evening Post, no date - 1952 issue (ad on reverse carries a 1952 reference); 10" x 13" high; printed in red and black. "Amazing New Discover!" with drawing of jar of Instant Maxwell House Coffee. "Not a Powder! Not a gring! But millions of tiny 'FLAVOR BUDS' of real coffee..." "Reach for the jar with the stars on top!" All text and illustrations are about the instant coffee.
Date 1945-1952
Year Range from 1945
Year Range to 1952
Search Terms General Foods Corporation
Maxwell House Coffee plant
Caption Ad 1: Saturday Evening Post, Sept. 22, 1945, Maxwell House Coffee Time
Imagefile 075\20100070169.TIF
Classification Advertising
Business & Commerce
Coffee
Manufacturing