Maxwell House is hoping customers will buy into the new name the coffee giant plans to rent for a year.
Maxwell House announced it will change the name it has carried for 133 years in an effort to play off the change in home ownership, which has decreased in recent years, the Daily Wire reported.
The company is hopeful the name Maxwell Apartment will give it a new lease on life.
In a press release, the company stated almost one third of Americans how rent apartments in lieu of buying homes 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 release continued.
The company noted the brand would continue to sell “great tasting, affordable coffee” because people are living in “a time where value matters now more than ever.”
This new promotion will save customers in the long run, the company claimed.
“Maxwell House’s 12-month ‘lease’ offer of Maxwell Apartment coffee is available on Amazon.com, while supplies last,” the company said in its announcement. ”For under $40, fans can stock their pantry with a full year of coffee – designed to save coffee enthusiasts more than $1,000 annually, compared to daily café runs which on average can add up to more than $90 per month. Along with the rebranded canisters, the year-long supply of coffee will come with an official Maxwell Apartment ‘lease’ to sign.”
Some X users are finding the rebranding hard to swallow.
“Maxwell House, the brand to me was always about a cool place where they made coffee, the Maxwell House…not a literal house,” one poster wrote.
“Maxwell Apartment just makes me think the coffee sucks and some hipster is making it in his condo,” the poster continued.
“Maxwell House: Do you think this will help sell more coffee?” another wrote. “Advertising Agent: Coffee?”
“I don’t care about Maxwell house, but that’s the dumbest name change I’ve seen in a while,” someone wrote. “Not out of the realm of possibility that they’re trying a Cr4cker Barrel-esque brand revival where everyone gets up in arms but I don’t see it working.”
“NOW we know where the marketing team that gave us the new logo and decor for Cracker Barrel went,” another wrote.
“Hey Americans! We know most of you can’t afford homes, so we thought our coffee should be rebranded to reflect your misfortune!” another wrote. “Like salt in a wound.”
Many pointed out that Maxwell House was named after the Maxwell House Hotel in Nashville where it became popular.
It was not named after an actual residence.
