Maxwell House is changing its name for the first time in 133 years, rebranding to 'Maxwell Apartment' to match America's changing living conditions for a limited time.
The popular coffee brand acknowledged that nearly a third of the population is opting to rent rather than purchase a home, which is why it's temporarily dropping the name "House" for "Apartment."
“Two-thirds of American adults drink coffee every day,3 which can add up quickly, especially these days,” said Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company, in a press release. “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.”
Maxwell Apartment also announced its 12-month "lease" following its new rebrand, which began on National Coffee Day on Monday (September 29). Consumers can pay less than $40 for a full year of coffee, which is estimated to save more than $1,000 annually by avoiding daily café visits, which the company claims can equal more than $90 monthly.
The company will keep its same "taste, aroma, quality and ingredients," as well as its iconic "Good to the Last Drop" tagline, during the limited-time rebrand, according to the press release.