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Maxwell House changing to Maxwell Apartment to better reflect reality of housing market
Posted on 10/1/25 at 1:35 pm
Posted on 10/1/25 at 1:35 pm
quote:
CHICAGO & PITTSBURGH--(BUSINESS WIRE)-- Today, Maxwell House rebrands to “Maxwell Apartment” to meet the needs of today’s consumer and remind fans the brand is synonymous with great tasting, affordable coffee. In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home.
https://news.kraftheinzcompany.com/press-releases-details/2025/For-the-First-Time-in-133-Years-Maxwell-House-Rebrands-as-Maxwell-Apartment/default.aspx
quote:
Beginning on National Coffee Day (Sept. 29), Maxwell House’s 12-month “lease” offer of Maxwell Apartment coffee is available on Amazon.com, while supplies last. For under $40, fans can stock their pantry with a full year of coffee – designed to save coffee enthusiasts more than $1,000 annually, compared to daily café runs,2 which on average can add up to more than $90 per month. Along with the rebranded canisters, the year-long supply of coffee will come with an official Maxwell Apartment “lease” to sign.
quote:
The limited-time rebrand to Maxwell Apartment delivers the same delicious taste, aroma, quality and ingredients – in fact it’s all the same except the name. An extension of the brand’s “Good to the Last Drop” platform, Maxwell Apartment is one of two campaigns debuting from the coffee brand this fall as it continues to emphasize its dedication to rich, consistent flavor people can count on while doubling down on offering the best value in coffee.
It's already sold out on Amazon. "Check back tomorrow at 10 AM for more"
https://www.amazon.com/stores/MaxwellHouse/page/7F25DEA2-A0EF-4167-8439-CD5AD0B61BFC?lp_asin=B0FSP7VXKL&ref_=ast_bln
8
Posted on 10/1/25 at 1:37 pm to Shexter
This must be one of those “IHOB” type campaigns
Posted on 10/1/25 at 1:37 pm to Shexter
Man, I would have gone with something like Maxwell Hovel for this joke. This has no zing to it.
This post was edited on 10/1/25 at 1:39 pm
Posted on 10/1/25 at 1:38 pm to Shexter
Call me when Maxwell Parent's Basement comes out.
Posted on 10/1/25 at 1:40 pm to Shexter
Will there be a knock off or Equate brand called Maxwell Trailer?
Posted on 10/1/25 at 1:42 pm to LSUTANGERINE
quote:
Will there be a knock off or Equate brand called Maxwell Trailer
No, they are going to rebrand as Equate’ to appear more upscale.
Posted on 10/1/25 at 1:46 pm to Shexter
How about "Maxwell Grandma's house off Plank Rd." for the Dark roast folks? 
Posted on 10/1/25 at 2:24 pm to Shexter
You can just about see through the coffee that they have in that promo pic.
$40 for 110oz of coffee = $5.82/lb. Hard pass.
$40 for 110oz of coffee = $5.82/lb. Hard pass.
Posted on 10/1/25 at 2:29 pm to Shexter
Who drinks that swill? Oh. Renters. I see.
Posted on 10/1/25 at 4:47 pm to Shexter
Thought it was the bee.
Strange times with the ivory tower marketing teams throwing garbage ideas down our throats.
Strange times with the ivory tower marketing teams throwing garbage ideas down our throats.
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