Folgers is known for The Best Part of Wakin' Up tagline and jingle that was launched in the early 80s and to refresh its identity, the brand is introducing a bold new coffee campaign. The 170-year-old brand is on a mission to bust misconceptions and prove that its reputation is anything but stale with a fresh new spot that reintroduces itself to the tune of Joan Jett and the Blackhearts' iconic Bad Reputation.
Geoff Tanner, Chief Commercial and Marketing Officer at The J.M. Smucker Co. says, "In a competitive category that has dismissed the brand and labeled Folgers as their grandma's coffee, we're shaking things up by boldly choosing to overtly acknowledge any negative misperceptions and then loudly and proudly challenge them."
Reinvigorated Coffee Anthems
Folgers is Reintroducing Itself with a Bold New Coffee Campaign
Trend Themes
1. Rebranding Legacy Campaigns - Brands are reinvigorating classic campaigns to refresh their identity and reposition their products.
2. Challenging Negative Perceptions - Brands are acknowledging and challenging negative misperceptions to stand out in competitive markets.
3. Disruptive Marketing Strategies - Brands are using bold and unconventional strategies to capture consumers' attention and create buzz.
Industry Implications
1. Coffee - Coffee brands are adopting innovative marketing techniques to compete in the crowded and highly competitive coffee market.
2. Food and Beverage - Food and beverage companies can benefit from rebranding legacy campaigns to refresh their identities and better connect with consumers.
3. Marketing and Advertising - Marketing and advertising agencies can help brands develop disruptive strategies to differentiate themselves from competitors and engage consumers.