By Chris Kelly
Dive Brief:
- Maxwell House is running a tongue-in-cheek campaign that rebrands the 133-year-old Kraft Heinz coffee label as Maxwell Apartment, per details shared with Marketing Dive.
- Consumers can purchase Maxwell Apartment coffee on Amazon, securing a year’s worth of product for less than $40, while supplies last. The offer includes rebranded canisters and a 12-month “lease.”
- The effort nods to the current tough economic climate while spotlighting the value of Maxwell House coffee. The campaign, with strategy and production led by agency Rethink, includes paid media across Meta and TikTok, a creator partnership and paid social content.
Dive Insight:
Maxwell House is having some fun with its name and the grim statistics around the possibility of younger generations owning a home in its latest campaign. The first-time homebuyer market share hit a historic low (24%), while home buyers’ ages hit an all-time high (56 years) in 2024, per data from the National Association of Realtors.
“We saw something fun hiding in plain sight — our brand has the word ‘house’ in it. But at a time when daily life has become more expensive, a lot of people are living that apartment life,” said Zachary Bautista, partner and group creative director at Rethink, in a statement. “Maxwell Apartment is our way of showing that great coffee doesn’t have to come with a premium price tag.”
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