(LOOTPRESS) – In a move that’s both bold and perfectly on-brand, Maxwell House is getting a temporary new name — “Maxwell Apartment” — to reflect the realities of modern life and today’s value-conscious consumer.
With nearly one in three Americans now renting rather than owning a home, the iconic coffee brand says the name change is a nod to “real coffee for real people” who know that smart choices add up — starting with what’s in your cup.
The brand, known for its century-old slogan “Good to the Last Drop,” isn’t changing its classic taste, just its name — and it’s marking the rebrand with an irresistible offer:
Beginning on National Coffee Day (Sept. 29), coffee lovers can “sign a 12-month lease” on Maxwell Apartment coffeethrough Amazon.com, getting a full year’s supply for under $40. That’s a serious savings — over $1,000 annuallycompared to daily café runs, which average around $90 a month. Each order even comes with an official Maxwell Apartment “lease” to sign.
“Two-thirds of American adults drink coffee every day, which can add up quickly,” said Holly Ramsden, Head of Coffee, North America at Kraft Heinz. “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’ smart choices.”
Despite the playful rebrand, fans can rest easy: the coffee inside remains unchanged — the same aroma, flavor, and quality that’s made Maxwell House a household staple for generations.
The “Maxwell Apartment” campaign is one of two new fall launches from the brand as it doubles down on delivering rich, consistent flavor at unbeatable value.
To learn more, visit MaxwellHouse.com and follow @officialmaxwellhouse on Instagram and TikTok for the latest updates.
☕ Maxwell Apartment: Great coffee, smart living — good to the last drop.
