A well-known coffee brand is making a temporary change to its name after over a century. Maxwell House, a staple in many American households, is now called Maxwell Apartment. This rebranding aims to connect with modern consumers who are increasingly renting rather than buying homes. The change is part of a marketing strategy to highlight value during tough economic times.
• The new name, Maxwell Apartment, is introduced as a limited-time offer.
• To celebrate, the brand is selling a "12-month lease" bundle of coffee for $39.99.
• The bundle includes four canisters of the original Maxwell House coffee, now branded for renters.
• Customers will receive a lease agreement with their coffee purchase, adding a fun twist to the experience.
This rebranding matters as it reflects changing consumer habits and emphasizes affordability. By adapting to the needs of renters, Maxwell Apartment shows how brands can innovate to stay relevant in a competitive market.
Enjoying the read? Subscribe for free to one of the fastest-growing newsletters and get weekly coffee news (TL;DR updates) delivered right to your inbox.