3d ago

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

news.kraftheinzcompany.com

cross-posted from: https://lemmy.zip/post/50028199

Its wild that this is not The Onion or satire. Thats a press release on a corporate website.

United States | News & Politics @lemmy.ml

Microtonal_Banana @lemmy.zip

3d ago

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

news.kraftheinzcompany.com /press-releases-details/2025/For-the-First-Time-in-133-Years-Maxwell-House-Rebrands-as-Maxwell-Apartment/default.aspx

United States | News & Politics @midwest.social

cm0002 @lemmy.world

3d ago

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

news.kraftheinzcompany.com /press-releases-details/2025/For-the-First-Time-in-133-Years-Maxwell-House-Rebrands-as-Maxwell-Apartment/default.aspx

43 comments

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.
- The limited-time rebrand to Maxwell Apartment […] is one of two [marketing] campaigns debuting from the coffee brand
  It’s just advertising.
Sweet fucking goddamn Jesus...
I am not choosing to live in an apartment, I have no choice in the matter.
- This is literally such a tone deaf press release that I think I'm about to add them to my list of brands to avoid at all cost. Just out of spite
- but do people really choose maxwell?
  
  Any port in a storm.
Maxwell Apartment is a part of a limited-time marketing campaign
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.
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"
- "Maxwell Cardboard Box" has a great ring to it. It'll sell with a small tin of Robusta coffee inside a refrigerator-sized box.
It’s the Cracker Barrel all over. It’ll raise some brand awareness. Besides, Maxwell Brothel didn’t test well in some locations.
- Cracker ~~barrel~~ pint.
  
  Peppermint schnapps?
- Did they try Maxwell Concentration Camp?
- It's in direct competition with The Bunny Ranch Cafe and others in the outskirts of Nevada.
I read the article, it's a publicity stunt
- Exactly 🤣
You kids are so quirky! Wanting to live with 5 roommates in a 3 bedroom apartment so weird!
Maybe the next iteration of branding could call the product “Maxwell Hovel” to fit with most workers experiences.
- Maxwell Cardboard Box.
  
  Maxwell Bridge
- Maxwell Yurt
  
  A yurt would be a step up for me. I've been in some pretty nice yurts.
  Maxwell coffee would be a step down, however.
Shrinkflation foreshadowing
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 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]
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...
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.
- Maybe they're trying to offload their entire supply to boomers before they croak? For real though, I don't know anyone under 50 who drinks this, Folgers etc and actually likes it enough to buy a year's worth.
No press is bad press, I suppose. Doesn't make me want to buy their coffee.
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"
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.
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.
- 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.
If the links aren't working here's a cleaned link directly to the Amazon page
The Amazon link

43 comments