Comment on Maxwell House to rebrand as Maxwell Apartment

• Dragonstaff@leminal.space ⁨3⁩ ⁨weeks⁩ ago

  What’s underhanded about it?

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  • baggachipz@sh.itjust.works ⁨3⁩ ⁨weeks⁩ ago

    The campaign is intentionally “tone deaf” to get people talking about it. My guess is they saw the Cracker Barrel shitshow and said “yes do that asap”. Gets people in a tizzy and posting online, like this.

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    • calliope@retrolemmy.com ⁨3⁩ ⁨weeks⁩ ago

      It seems to be none of that. It just seems to be a marketing effort noting that it’s a low-cost coffee.

      To celebrate the limited-time rebrand, the company is offering consumers a 12-month “lease” of Maxwell Apartment coffee, which is designed save coffee lovers across the United States money. For less than US$40, consumers can stock their pantry with a full year of coffee to save coffee enthusiasts more than US$1000 annually.

      “Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” says Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company.

      “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.

      It’s cheap coffee. They’re literally going “hey, times are getting tougher. Who wants cheap coffee?” This is seems like the opposite of what you’re indicating.

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      • baggachipz@sh.itjust.works ⁨3⁩ ⁨weeks⁩ ago

        If you can’t see past the cynicism, that’s on you. Looks like the ad worked.

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