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Ben Royce 🇺🇦
@benroyce@mastodon.social  ·  activity timestamp 6 days ago

The #boringDystopia:

Your #poverty is our #marketing gimmick

'#MaxwellHouse #coffee, a 133-year-old brand, recently launched a marketing campaign rebranding themselves as “Maxwell Apartment Coffee”

“Maxwell House? 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 is also offering a year’s supply of its coffee for “under $40”… “12-month lease”'

https://www.theguardian.com/us-news/2025/oct/01/maxwell-house-ad-campaign-apartment

US news

Perky Maxwell House viral ad takes on housing crisis as ‘Maxwell Apartment’
Historic US company also offering ‘12-month lease’ – an annual supply – of pre-ground coffee for under $40

Goal is to ‘strengthen its connection among coffee-loving renters – a growing population’. Photograph: Bloomberg/Getty Images
US news Perky Maxwell House viral ad takes on housing crisis as ‘Maxwell Apartment’ Historic US company also offering ‘12-month lease’ – an annual supply – of pre-ground coffee for under $40 Goal is to ‘strengthen its connection among coffee-loving renters – a growing population’. Photograph: Bloomberg/Getty Images
US news Perky Maxwell House viral ad takes on housing crisis as ‘Maxwell Apartment’ Historic US company also offering ‘12-month lease’ – an annual supply – of pre-ground coffee for under $40 Goal is to ‘strengthen its connection among coffee-loving renters – a growing population’. Photograph: Bloomberg/Getty Images
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spanghero
@spanghero@ioc.exchange replied  ·  activity timestamp 6 days ago

@benroyce A 12 month lease? Do I have to save all my wees after drinking it or something and they send a tanker lorry around at the end of the year to collect it?

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Ben Royce 🇺🇦
@benroyce@mastodon.social replied  ·  activity timestamp 6 days ago

@spanghero

marketing and logic are not on speaking terms

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Viking Chieftain
@VikingChieftain@krigskunst.social replied  ·  activity timestamp 6 days ago

@benroyce

Maxwell Renter™ - You can brew it, but you can't drink it.
Maxwell Condo™ - It's the same great taste, but six other people will decide when, where, and how you can drink it.
Maxwell Squatter™ - It's your goddamn coffee, whether you stole it or not, so brew it and drink it wherever you want.

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Ben Royce 🇺🇦
@benroyce@mastodon.social replied  ·  activity timestamp 6 days ago

@VikingChieftain

Maxwell "temporarily crashing at my parents"

Maxwell "Van down by the river"

Maxwell "Sleeping in the office"

Maxwell "Secretly living in the sign above the grocery store" 😆

https://apnews.com/article/michigan-store-rooftop-sign-homeless-0185c0d7e4cd7a2f8581e8b8e0eb01b7

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Viking Chieftain
@VikingChieftain@krigskunst.social replied  ·  activity timestamp 6 days ago

@benroyce

She was their most loyal "customer". 😉 😂

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Log 🪵
@log@mastodon.sdf.org replied  ·  activity timestamp 6 days ago

@benroyce After we eat the rich, corporate HR is obviously next, but then brand marketing, advertising, and promotions departments can be dessert. Then we can digest a bit and see where the next Biggest Assholes on Earth comes from.

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Log 🪵
@log@mastodon.sdf.org replied  ·  activity timestamp 6 days ago

@benroyce After we eat the rich, corporate HR is obviously next, but then brand marketing, advertising, and promotions departments can be dessert. Then we can digest a bit and see where the next Biggest Assholes on Earth comes from.

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James Wells
@nikatjef@mastodon.acm.org replied  ·  activity timestamp 6 days ago

@benroyce
I literally triple checked that this was a real article from The Guardian and not the Onion or April fools joke. DAMN!?!

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Ben Royce 🇺🇦
@benroyce@mastodon.social replied  ·  activity timestamp 6 days ago

@nikatjef

the world doesn't make any sense anymore

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Alex
@alex@pawb.fun replied  ·  activity timestamp 6 days ago

@benroyce

Coffee leases are not available yet!

While Maxwell’s bargain “yearlong lease” of tinned coffee was not available at publication time, the coffee company said in a statement that its “year-long supply of coffee will come with an official Maxwell Apartment ‘lease’ to sign”.

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Ben Royce 🇺🇦
@benroyce@mastodon.social replied  ·  activity timestamp 6 days ago

@alex

that's more absurdist marketing then

because just like real life, you can't get the affordable apartments

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quangobaud
@miguelpergamon@kolektiva.social replied  ·  activity timestamp 6 days ago

@benroyce @alex
Nestle/Nespresso have been doing "subscriptions" for at least 3 years.

Depresso, isn't it? 
(pun intended) 

https://www.nespresso.com/uk/en/subscriptions/nespresso-plus-auto-delivery
Depresso, isn't it? (pun intended) https://www.nespresso.com/uk/en/subscriptions/nespresso-plus-auto-delivery
Depresso, isn't it? (pun intended) https://www.nespresso.com/uk/en/subscriptions/nespresso-plus-auto-delivery
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quangobaud
@miguelpergamon@kolektiva.social replied  ·  activity timestamp 6 days ago

@benroyce
Oh, it must be April Fools Day in the Northern Hemisphere.

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