Maxwell “Homeless” Coffee May Be Just Around the Corner

When I first heard about this, I thought it was definitely a spoof. After 133 years, Maxwell House coffee has temporarily rebranded itself as Maxwell “Apartment” coffee.

The company claims that the blend will remain the same and boasts that the “taste, aroma, quality, and ingredients” will remain constant. The reason for the temporary name change is that it is said to represent the mindset of today’s consumers.

Well, not all consumers, but at least one-third of them are now renting rather than taking on the responsibility of owning a home. Holly Ramsden, the Head of Coffee, North America at Kraft Heinz Company, released a statement suggesting that drinking Maxwell House at home can help people save money faster, allowing them to purchase a home sooner.

“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days. 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.”

“Today, Maxwell House rebrands to ‘Maxwell Apartment’ to meet the needs of today’s consumer and remind fans the brand is synonymous with great-tasting, affordable coffee. In a time where value matters now more than ever, Americans seek value in areas of their everyday lives, including where they live, with nearly a third opting to rent versus purchase a home.”

For $39.99, fans can purchase four 27.5-ounce canisters of Maxwell House coffee on Amazon. To put this into perspective, just one 27.5-ounce canister of Maxwell House coffee costs approximately $13 on Amazon.

The deal aims to save coffee lovers over $1,000 per year compared to daily café visits, which can cost more than $90 per month, according to the coffee brand. In another quirky move, the coffee company also offers a “lease” that customers can sign.

The press release noted that the name change:

“celebrates the same principle that guided Maxwell House for more than a century — smart choices add up and choosing Maxwell House means enjoying a quality cup of coffee without the cafe price tag.”

This doesn’t fall into the same category as Cracker Barrel, which went totally woke by changing the interior of its restaurants and attempting to change its signage before public outrage made them realize the error of their ways.

This is more of a publicity stunt as the company has stated that it will only be available for a limited time. Some may question the timing, specifically why the company is taking this action now rather than when Biden lit the fuse on rising grocery prices.

If I were in charge of the marketing department, I would make a few more versions. Since we’re coming into the Halloween season why not a Maxwell “Haunted House?” For certain woke cities and states how about some regional brands such as Maxwell “Homeless” or Maxwell “Illegal Shelter?”

They could even pay homage to Joe Biden’s mental decline by having a special addition that can be rebranded as Maxwell “Assisted Living.” Although, for Biden, they would also have to change their tag line from “Good To The Last Drop” to something more fitting like “Made For The Last Drip”