How the mass market, at home coffee brand is repositioning
From moving beyond the morning occasion to highlighting the quality of its coffee, Folgers is trying to win over additional category entry points and raise its perception among younger coffee drinkers. Listen here and see the creative work below.
Some of the spots below may be geofenced within the United States. Sorry if you can’t play them.
Below is the “Harmonizers” campaign that preceded “New Generation” (above). It’s attempt to dramatize the morning routine and move away from the sentimental tone of previous work had impact, but didn’t change perceptions of the product. Nor did it, understandably, change perceptions among younger drinkers. It still used the familiar “Best part of waking up” tagline.
Below are a few examples of older ads that built the brand, the tagline that framed them and the use of the familiar “coffee aroma” used to signal the start of a fresh new day. All focused on the morning occasion.