In this economy!? Maxwell House rebrands as Maxwell Apartment

"Maxwell House is running a tongue-in-cheek campaign that rebrands the 133-year-old Kraft Heinz coffee label as Maxwell Apartment, per details shared with Marketing Dive. Consumers can purchase Maxwell Apartment coffee on Amazon, securing a year's worth of product for less than $40, while supplies last. The offer includes rebranded canisters and a 12-month "lease." The effort nods to the current tough economic climate while spotlighting the value of Maxwell House coffee. The campaign, with strategy and production led by agency Rethink, includes paid media across Meta and TikTok, a creator partnership and paid social content."

"Maxwell House is having some fun with its name and the grim statistics around the possibility of younger generations owning a home in its latest campaign. The first-time homebuyer market share hit a historic low (24%), while home buyers' ages hit an all-time high (56 years) in 2024, per data from the National Association of Realtors. "We saw something fun hiding in plain sight - our brand has the word 'house' in it. But at a time when daily life has become more expensive, a lot of people are living that apartment life," said Zachary Bautista, partner and group creative director at Rethink, in a statement. "Maxwell Apartment is our way of showing that great coffee doesn't have to come with a premium price tag.""

"The Kraft Heinz label is appealing to millennial and Gen Z consumers who perhaps can't afford a house but can rent an apartment and a year's supply of its coffee. The roughly $40 package, which includes rebranded tubs bearing the Maxwell Apartment name, is available for a limited time on Amazon beginning on National Coffee Day (Sept. 29). The offer looks to deliver value for coffee drinkers whose daily café trips can accumulate a steep price tag over the course of a year."

Maxwell House launched a tongue-in-cheek rebrand called Maxwell Apartment that repackages its coffee with rebranded canisters and a 12-month "lease" available on Amazon. The limited-time offer sells a year's supply for under $40 and aims to emphasize value for consumers facing higher daily costs. The campaign, led by agency Rethink, includes paid media across Meta and TikTok, a creator partnership and paid social content. The effort targets millennial and Gen Z consumers who may be renting rather than buying, leveraging homeownership statistics to underscore the apartment-life positioning.

Read at Marketing Dive