Is this for real? I get that this is a limited time thing but ugh 😑 no just no.

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It’s cute. Why not.

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#CannesBait

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People love Rethink at the moment. So I can see it winning

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I think trying to tie everything back to a truth can be offensive, and this is an example of that.

I read an article where they said the goal was to “reflect the fact that fewer and fewer people can afford homes.”

Why does a coffee of all things need to reflect that? What good does reflecting that do? Usually, when you latch onto something in culture, you try to help that problem or keep it in-category.

But a struggling brand latching onto the wealth disparity crisis for clicks is just gross and desperate. How parasitic can we be?

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This is so dumb

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Lemme guess… they changed the package to celebrate National Landlord Day?! Brilliant! Cultural Relevance! Industry Downfall!

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You can sign a year long “lease” to get Maxwell apartment for a year for 40 bucks to offset the housing and cost of living crisis lol. Thank god advertisers are here to solve our many problems.

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People can’t afford a $7 pour over every day. That coffee got me though undergrad even if it wasn’t the best in the world. It did the job.

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My parents loved this stuff, Folgers, and we even had Sanka in case unexpected company came. I’m not dissing the product. I just think it’s a super weird idea.

Kinda Seinfeld-ian.

Why do they call it Maxwell House? I'm not Maxwell, and I don't live in a house!

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I am not hating on this brand by the way. I mentioned under another comment that my parents used to love this and Folgers back in the day. I work in CPG (different sector ), and for what it’s worth, have many years of agency experience in audience research. Besides being a 100+ yr old brand, I didn’t know much about it. Interesting that it’s named after a hotel. I understand if the brand is struggling and trying to get younger customers, but in my opinion, this is weird, and I can’t believe any of their consumer research showed that “Maxwell Apartment” was the way to go for the next year.

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Is it cheaper to offset rent costs?

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Must be the California edition

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They can call it whatever they want, it's still $hit coffee.

I thought the idea was clever 💡

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