Maxwell House has been around for over a century. But in 2025, the classic coffee brand did something unexpected — it rebranded as Maxwell Apartment.
Rent prices are rising, budgets are tight, and coffee has become one of the few small comforts people still treat themselves to. So the brand leaned into that truth with the line: “Maxwell House? In this economy?”
Then came the hook — a 12-month coffee lease for just $39.99. It looked like a housing ad, read like a joke, and felt completely relatable. Social media loved it. News outlets covered it. A legacy brand suddenly felt new again.
Maxwell House didn’t talk about beans or flavor. They told a story about real life. A story every renter could understand. And that’s why it worked.
If you run a business, remember this: people don’t just buy what you sell — they buy how it fits into their world.
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