The legacy coffee brand Maxwell House is changing their name for the first time in 133 years to reflect the changing landscape of homeownership, they just announced.
The coffee retailer is rebranding to Maxwell Apartment, they said, for a 12 month ‘lease’ offer.
A press release detailing that change mentioned that almost one third of Americans are renting smaller apartments rather than purchasing full sized homes.
“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company, said in a statement.
“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 announcement further stated that the brand would continue selling “great tasting, affordable coffee” because we’re living during “a time where value matters now more than ever.”
This promotion is being touted as a way for consumers to stock up on coffee and save money on cafe runs, which they claim could lead to $1,000 in savings per year.
Social media users mocked the marketing ploy, pointing out how the brand was named after the Maxwell House Hotel in Nashville where it first gained popularity, not after an actual residence.
“I can’t believe this isn’t a [Babylon Bee] article,” one person wrote on X, echoing what many others were saying.
Others pointed out that this is the latest in a string of questionable marketing decisions from major brands, including Cracker Barrel’s major misstep over the summer.
“NOW we know where the marketing team that gave us the new logo and decor for Cracker Barrel went,” one person observed.
“‘Hey Americans! We know most of you can’t afford homes, so we thought our coffee should be rebranded to reflect your misfortune!’ Like salt in a wound,” another comment said.
