USA | Maxwell House has rebranded to “Maxwell Apartment” to meet the needs of today’s consumer and remind fans the brand is synonymous with great-tasting, affordable coffee.
In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home.
As a real coffee for real people, with its “Good To the Last Drop” legacy, the name change celebrated the same principle that guided Maxwell House for more than a century – smart choices add up and choosing Maxwell House means enjoying a quality cup of coffee without the cafe price tag.
To celebrate, the brand has offered consumers even more value with a 12-month “lease” of Maxwell Apartment, designed to stock up coffee lovers nationwide.
Beginning on the 29th of September, Maxwell House’s 12-month “lease” offer of Maxwell Apartment coffee will be available on Amazon. Fans can stock their pantry with a full year's worth of coffee – designed to save coffee enthusiasts more than USD 1,000 annually, compared to daily café runs, which on average can add up to more than USD 90 per month.
Along with the rebranded canisters, the year-long supply of coffee will come with an official Maxwell Apartment “lease” to sign.
“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” said Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company.
“Maxwell House believes no one should have to go without great tasting coffee, and Maxwell Apartment delivers the same delicious taste people know and love, at a value that celebrates all our fans are doing to make smart choices in their lives.”
The limited-time rebrand to Maxwell Apartment delivers the same delicious taste, aroma, quality, and ingredients – in fact, it’s all the same, except for 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 emphasise its dedication to rich, consistent flavour people can count on while doubling down on offering the best value in coffee.
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