Maxwell House, a beloved American coffee brand with a 133-year history, is embracing a temporary new identity as ‘Maxwell Apartment.’ This creative marketing move, reported by USA Today, reflects a strategic shift to resonate with contemporary living trends, specifically the increasing number of Americans who rent their homes.
Kraft Heinz, the parent company, explained that the rebranding acknowledges the changing housing landscape where approximately one-third of Americans now choose to rent. “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,” the company stated.
As part of this campaign, Maxwell Apartment is introducing a novel ‘coffee lease’ program. For $39.99, customers can purchase a bundle that includes four canisters of Maxwell House Original Roast Ground Coffee, accompanied by an official Maxwell Apartment ‘lease’ document. This offer, designed for renters, humorously combines practicality with a nod to current living situations.
The limited-edition ‘Maxwell Apartment’ canisters were launched on National Coffee Day, September 29, and are currently available in limited quantities on Amazon. Once supplies are depleted, they will not be restocked.
For loyal customers, the familiar Maxwell House cans remain readily available in stores and online. The ‘Maxwell Apartment’ initiative is a standalone campaign and does not signify a permanent change for the brand. It’s a clever way for Maxwell House to engage with renters and value-conscious consumers through a blend of humor and relevance.