Iconic Coffee Brand Changing Its Name – Kind Of

(KMDL-FM) Coffee across America and Louisiana has seen a resurgence in the past few decades. For many coffee drinkers of a certain age, names like Maxwell House, Folgers, Nescafé, and Community are iconic, and any marketing department that would dare change one of those brands would have to be crazy or a complete genius.

But one of those iconic brands is "changing its moniker" after some 133 years to get with the times and ride the wave of the coffee resurgence in America. I bet, if you're old enough to drive, you can remember a time when a visit to a coffee shop or a coffee drive-thru wasn't a regular occurrence.

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Now, with brands like Starbucks, CC's, Jet, Scooters, and a host of other get-it-in-your-car-coffee brands, it's no wonder we're all shaking behind the steering wheel as we vibrate toward our next appointment.

Why Is Maxwell House Changing Its Name?

With a potential marketplace of $110 billion annually, it is no wonder that the coffee brands of our past, Maxwell House, Folgers, et al, want to get in on the coffee wave that's happening now. Here is what one of those brands is doing to capture the attention of today's youth-centric coffee market.

Did they just say Maxwell House is going to become Maxwell Apartment? I think they did, and I think if you look where the tongues of the creative department are located, you will see they are firmly in their cheeks.

This marketing ploy by Maxwell House  Apartment hits home in a big way. It recognizes the struggles that families and individuals are facing in today's economy. It also suggests that you don't have to give up your good cup of coffee just because you have to tighten your belt.

Why Is Maxwell House Becoming Maxwell Apartment?

In conjunction with the marketing ploy, Maxwell House Apartment is offering consumers a 12-month lease of the product at a great value in hopes that consumers will stock up and save.

I have to admit, this isn't as good as K-Mart's "Shipped My Pants," but at least the folks at Maxwell House Apartment are making an effort to capture your attention. And if you take advantage of their special "lease," you technically could save more than $1,000 a year when compared to what you might pay to get coffee through a drive-thru.