Maxwell House Doubles Down on Value with Apartment Rebrand

Maxwell House has launched a new campaign designed to take the 133-year-old coffee brand’s commitment to value to new heights via its first-ever rebrand: 'Maxwell Apartment.'

Known for being 'good to the last drop' in homes across America, the brand ushers in Maxwell Apartment to strengthen its connection among coffee-loving renters – a growing population across the country. Dreamt up by Rethink, the campaign takes a tongue-in-cheek approach, pairing cheeky, social-first OLV creative with a limited-time product offering.

Maxwell House acknowledges that value is more important than ever, and people are seeking for it in many areas of their everyday lives, including where they live with nearly a third of Americans opting to rent vs. purchase a home in 2025.

The campaign includes a social-first media buy across Meta and TikTok, paired with strategic audience targeting. Creative assets include OLV, a creator partnership and paid social content - all designed to remind fans the brand is synonymous with great tasting, affordable coffee.

Beginning on National Coffee Day (Sept. 29th), fans across the US can claim a 12-month 'lease' offer of Maxwell Apartment coffee available here, while supplies last. 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.

Along with rebranded canisters, the year-long supply of coffee will come with an official Maxwell Apartment 'lease' to sign.

An extension of the brand’s 'Good to the Last Drop' platform, the limited-time rebrand to Maxwell Apartment delivers the same delicious taste, aroma, quality and ingredients as the Maxwell House coffee fans know and love. In fact, it’s all the same except the name.
Maxwell Apartment is one of two campaigns debuting from the coffee brand this fall as it continues to emphasize its dedication to rich, consistent flavour people can count on, while doubling down on offering the best value in coffee. The second campaign, 'Max Your Savings,' will launch on Oct. 27th.

“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.” said Holly Ramsden, head of coffee, North America at the Kraft Heinz Company.

“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. Maxwell Apartment is our way of showing that great coffee doesn’t have to come with a premium price tag.” said Zachary Bautista, partner, group creative director.

Rethink led campaign strategy and production, PR and Creator support from Zeno Group, paid media support from Carat and social support from The Kitchen.