Placing Values into Action

On September 25, 2025, after 133 years of being known as Maxwell House, the brand announced that it would be changing its name to Maxwell Apartment. The reason for the name change was simple: they were responding to the shifting economic reality that their consumers are facing. The company prides itself on being “a real coffee for real people,” and this rebranding is a way to reinforce this connection.

Consumers are actively seeking companies that understand their values, challenges, and needs. Consumers are no longer motivated by brand loyalty; instead, they foster relationships with companies where they feel an emotional attachment to their products or services. This includes recognising the consumers’ pain points and adapting their products, language, and spaces to respond to these needs. The name change to Maxwell Apartment is a perfect example of a company recognising the experiences of its consumers and responding to them.

“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” said 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.”  For a limited time, the brand is also offering consumers a 12-month lease on Amazon, providing their consumers with the option to stock up on a year’s supply of Maxwell Apartment for USD $40.

The concept of coffee culture is often focused on the specialty coffee industry, emphasising how companies like Starbucks helped foster loyalty by developing an emotional connection to their consumers. However, coffee culture is not tied to a specific demographic or sector of the industry. Instead, it is about brands investing the time to deeply understand the experiences of their consumers and adapting their practices to respond to them. 

Companies with well-established brands have a strong culture that touches all components of the company. It is this culture, rather than the company itself, that consumers and employees want to be a part of. However, these cultural values need to be more than just words written on a mission statement; successful companies place these values into action.   

[Editor’s Note: The Maxwell House renaming to “Maxwell Apartment” is a limited time rebrand.]

• Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: [email protected].