The slogan Good to the Last Drop has been in regular use since 1917 to promote what for many decades was America’s best-known and best-selling brand of coffee. These examples of mass circulation magazine advertising are from the 1940s and 1950s in an era when the company was resolutely exploiting the emerging potential of TV sponsorship and product placement. All these ads depend on illustration for their imagery but reveal a scattergun approach in terms of target audience. Each is aimed in a different direction and the social scale ranges from old money snobbery to the ruralist idyll via true romance, adventure on the high seas and metropolitan sophistication. Maxwell House is no longer America’s leading brand - that honour goes to Folgers but recent reports suggest that both brands are stagnating in today’s market.