Introduction to Maxwell Apartment
An American coffee giant is downsizing — but only in name. Maxwell House recently announced it is changing its name for the first time in its 133-year history to “Maxwell Apartment.”
The Reason Behind the Name Change
Why? Well, with “nearly a third (of Americans) opting to rent versus purchase a home,” according to the U.S. Census Bureau, the brand says it’s aiming to help today’s consumer, who faces rising coffee and home prices, save with affordable coffee. “Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” said Holly Ramsden, head of coffee for North America for Kraft Heinz, Maxwell House’s parent company, in a press release.
The New Offer
To celebrate National Coffee Day, which was on Sept. 29, the brand is offering customers a 12-month “lease” of Maxwell Apartment, designed to stock up coffee lovers nationwide — four 27.5-ounce canisters of Maxwell Apartment coffee for $39.99. The company cites statistics that say java drinkers could save more than $1,000 a year with the offer, compared to daily coffee shop runs. Along with what the brand is calling a “full year of coffee,” the bundle of rebranded canisters, which is available on Amazon, will come with an official Maxwell Apartment “lease” to sign.
The Product Remains the Same
Maxwell House says the limited-time rebrand to Maxwell Apartment is in name only and the product inside is the same in “taste, aroma, quality and ingredients.”
Other Brand Name Changes
Recent Trends
Brand name changes, both temporary and permanent, seem to be all the rage as a marketing device. Most recently, in January, Starbucks changed its name on its website and app to “The Starbucks Coffee Company,” though its legal name remains the Starbucks Corporation. Coors Light announced earlier that month that it was temporarily changing its name to “Mondays Light” in support of people who went too hard on Super Bowl Sunday.
Previous Examples
In October 2024, Goldfish briefly changed its name to “Chilean Sea Bass” in a cheeky ploy to appeal to adults. And in September 2024, The Campbell Soup Company permanently dropped the “soup” from its name, rebranding as The Campbell’s Company after more than 100 years. Back in 2022, Kraft Heinz permanently shortened the name of Kraft Macaroni and Cheese to “Kraft Mac & Cheese” to better reflect the way customers talk about the brand. Setting off this trend, in 2018, IHOP briefly rebranded to “IHOb” to promote a new line of burgers, which had flapjack fans flipping out.
Conclusion
The rebranding of Maxwell House to Maxwell Apartment is a strategic move to appeal to the modern consumer who is looking for affordable options without compromising on quality. The limited-time offer of a 12-month “lease” of Maxwell Apartment coffee is an innovative marketing strategy that is likely to resonate with coffee lovers nationwide.
FAQs
Q: Why is Maxwell House changing its name to Maxwell Apartment?
A: Maxwell House is changing its name to Maxwell Apartment to appeal to the modern consumer who is looking for affordable options without compromising on quality, in response to the rising coffee and home prices.
Q: What is the difference between Maxwell House and Maxwell Apartment?
A: There is no difference in the product itself, the change is only in the name, with Maxwell Apartment offering a more affordable option for consumers.
Q: How much can consumers save with the Maxwell Apartment offer?
A: Consumers can save more than $1,000 a year with the Maxwell Apartment offer, compared to daily coffee shop runs.
Q: Is the Maxwell Apartment offer available online?
A: Yes, the Maxwell Apartment offer is available on Amazon, and comes with an official Maxwell Apartment “lease” to sign.
Q: How long will the Maxwell Apartment name change last?
A: The Maxwell Apartment name change is a limited-time rebrand, with the product returning to its original name after the promotional period.
