For the First Time in 133 Years, Maxwell House Rebrands as “Maxwell Apartment”

Sweet fucking goddamn Jesus...

I am not choosing to live in an apartment, I have no choice in the matter.

This is the first time on Not The Onion I've genuinely been flabbergasted that it really wasn't from The Onion.

I guess they've calculated that people will react with similar incredulity and thus brands awareness, but still, wtf.

Maxwell Apartment is a part of a limited-time marketing campaign

It’s the Cracker Barrel all over. It’ll raise some brand awareness. Besides, Maxwell Brothel didn’t test well in some locations.

soon they'll have to rebrand to "Maxwell Under the High Way Over Pass" or "Maxwell Van Down By The River" or "Maxwell Your Parent's Basement"

You kids are so quirky! Wanting to live with 5 roommates in a 3 bedroom apartment so weird!

I read the article, it's a publicity stunt

Shrinkflation foreshadowing

Maybe the next iteration of branding could call the product “Maxwell Hovel” to fit with most workers experiences.

designed to save coffee enthusiasts more than $1,000 annually

Trust, coffee enthusiasts were already not drinking this swill, and a tone deaf advertising campaign isn't going to change that status quo.

It's not April 1st yet...

Or maybe they're trying to play on fears of coffee prices spiraling out of control, due to climate change, Trump tariffs.

Or they're doing the subscription model thing.

No press is bad press, I suppose. Doesn't make me want to buy their coffee.

I had always assumed that "Maxwell House" referred to "House" in the "household" sense of the word rather than "physical building".

Apparently, though, it refers to a large hotel that was named "house" from the get-go.

https://en.wikipedia.org/wiki/Maxwell_House_Hotel

The Maxwell House Hotel was a major hotel in downtown Nashville. Because of its stature, seven US Presidents and other prominent guests stayed there over the years. It was built by Colonel John Overton Jr. and named for his wife, Harriet (Maxwell) Overton. The architect was Isaiah Rogers.[1]

No wonder my coffee tastes funny! I've been putting milk in it instead of filling it up with pandering! Thank God Kraft is here to remind us that they're just like us poors. Although, if they really wanted to relate to their customers, they should rebrand as "Maxwell Lost my job Because I Couldn't Afford to Replace a Flat Tire and now I Can't Afford Rent"

It is all about a limited 4 canister bundle of coffee bought via Amazon, marketed to last a year or "12 month lease", saving people from having to order coffee somewhere.

These canisters say Maxwell Apartment on the front face. This visual change seen in only this bundle is the actual rebranding.

I wonder what percentage of their underpaid employees hate them extra, now.

It's "Limited Time"?

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.

Maxwell Tent: just because you're homeless, doesn't mean you can't enjoy great coffee. Well, it does, because this is swill not fit to rinse your drains with, but you know...

How much coke was required at that ad meeting to ignore "Maxwell Home"? 🤌🏼🤷🏼‍♂️

I’m more surprised that they are still in business at all. I haven’t heard of or seen their coffee in a long time.

If the links aren't working here's a cleaned link directly to the Amazon page

The Amazon link