Evergreen Beats Ephemeral

Use durable content with timely angles to keep reach growing, not spiking.

Author

Javier García
October 03, 2025 • Estimated Reading Time: 6 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Maxwell House – “Maxwell Apartment” Campaign

What it is:
In response to the housing affordability crisis, Maxwell House rebranded itself temporarily as “Maxwell Apartment.” Ads play on rental language — e.g. “Maxwell House? In this economy?” — offering “12 months of coffee for under $40” as a mock lease deal, and tying their product to a social issue.

Key Marketing Lessons

  • Reframe your product via current social trends
    Maxwell House repurposed its identity in light of macroeconomic pressures. By referencing rent, the brand tapped into a real stress point for many, making their campaign culturally relevant.

  • Use satire to soften serious topics
    The ad blends humor with commentary—affordability and housing stress—without coming across as preachy or detached. That tone invites people in rather than preaching to them.

  • Leverage emotional empathy, not just benefits
    Instead of focusing on aroma or flavor, this campaign leads with empathy for what people are going through—creating brand warmth through acknowledgment, not overselling.

  • Be nimble and provocative
    A rapid pivot to “Maxwell Apartment” shows how a brand can experiment with identity to stay top-of-mind. The boldness gets attention, but the idea still ties back to coffee and value.

  • Generate earned media through narrative hooks
    The concept is newsworthy. Many media outlets covered it simply because the brand’s shift had a story. This amplifies reach far beyond ad spend.

Takeaway:
Maxwell House’s campaign demonstrates how brands can transform identities to reflect consumer realities. When your message speaks to what people are actually facing, even legacy brands can feel timely and emotionally resonant again.

Maxwell House – “Maxwell Apartment” Campaign

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Weekly Tip

Evergreen Over Trend-Only

Trends can boost reach, but evergreen content sustains it. A balance keeps your presence strong.

• Create guides or insights that stay useful year-round
• Layer in timely angles without relying solely on them
• Re-share evergreen pieces regularly to capture new audiences

Trends fade, but evergreen content keeps working for you long after the moment has passed.

Weekly Challenge

Story Series Challenge

This week, run a 3-part Story series around one theme:

• Day 1: Share the problem your audience faces
• Day 2: Show your process or solution
• Day 3: Give a quick win or takeaway they can apply right away

Use polls or questions in each Story to boost interaction, then review completion rates to see how many followed along until the end.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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