Overview

• Maxwell House is using its first name change in 133 years as a limited promotion, saying the product’s taste and ingredients remain the same.
• The offer bundles four 27.5-ounce canisters for $39.99 on Amazon and includes a tongue-in-cheek “lease” document inside the package.
• Kraft Heinz says the campaign speaks to nearly one-third of Americans who rent and cites elevated coffee costs, with a claimed savings of more than $1,000 a year versus daily cafe visits.
• The effort has drawn viral attention and online mockery, and marketing-industry reporting credits agency Rethink with the creative concept.
• The push lands as Kraft Heinz plans to split into two public companies, with Maxwell House aligning under a grocery-focused unit that is emphasizing value this fall.