Perky Maxwell House viral ad takes on housing crisis as ‘Maxwell Apartment’ | US news
In the United States, housing has become so unaffordable that a coffee company has based a viral marketing campaign on the idea that almost no one can afford to buy a house.
Maxwell House Coffee, a 13,333 -year -old brand, recently launched a marketing campaign, returning like “Maxwell Apartment Coffee”.
“Maxwell Home? In this economy? A narrator asks in a video ad, promising that Maxwell Apartment is “the same affordable coffee you love, now with an even more affordable name”.
The company also offers a year of its coffee for “less than $ 40” on Amazon, although the supplies of this “12-month lease” of pre-ground coffee are apparently limited.
Last year, the median age of buyers for the first time in the United States reached a 38-year-old summit, according to statistics from the National Association of Realtors (NAR). In 1981, when the association began to follow the characteristics of house buyers, the median age of a first buyer was 29 years old.
The proportion of houses sold to buyers for the first time also reached a record hollow last year, these buyers representing only 24% of the market, against 44% in 1981, according to NAR.
“The first buyers face high prices of houses, high mortgage interest rates and limited stocks, making it an older decade with much higher income than previous generations of buyers,” said Jessica Lautz, deputy chief economist of NAR and research vice-president, in a data statement last year.
According to Redfin statistics, Digital Redfin, Digital Immobilier, houses for sale in the United States have been affordable for typical cleaning – the lowest part ever recorded. While the affordability of the accommodation increased slightly in 2024, the improvement was marginal, according to the company data.
Introduced for the first time in 1892, Maxwell House Coffee experienced several notable marketing efforts during its 133 years, from an expensive first campaign to extend the southern brand to New York City to television advertisements in the middle of the century which boasted that it “has a taste as good as it smells” and the advertisements of the 1970s with its most famous slogan, “good at the last drop”.
In the 1930s, the company presented a free “Maxwell House Haggadah”, a guide printed for the Seder dinner on the Jewish Passover party. Maxwell Haggadah’s tradition continued for decades, which would have made the brand “The Café de Choice for Jewish households in New York”, and even by presenting itself to the first dinner in Passover in the White House of Barack Obama in 2009, wrote the art historian Kerri Steinberg in 2022.
The new “Maxwell Apartment” advertising campaign is an “ironic” effort designed by Rethink, an advertising agency based in New York, in order to help the brand “strengthen its connection between tenants who love coffee – a growing population across the country”, according to Little Black Book, a publication of the marketing industry.
While Maxwell’s good deal, “one -year -old lease” of canned coffee, was not available at the time of publication, the Café company said in a statement that her “one year coffee supply would come with a” lease “from the official Maxwell apartment to sign”.
