Folgers has a reputation problem. In an era where bespoke coffee blends have firmly settled into the U.S. mainstream, the 172-year-old marketer still holds a place in many people's minds as the plain red tin in grandma's cupboard. Its marketing summons memories of TV ads featuring early morning sunshine, wafting aromas and a lot of stretching — not to mention一些失火- 以及关于醒来的最佳部分的标志性叮当声。
J.M. Smucker-owned品牌苏ch sleepy associations after decades of staying in its lane as a household coffee blend that serves about 35 million consumers annually, per IRI national consumer panel data, placing it at the top of the category. But like so much else, the pandemic has altered at-home routines in significant ways that mandated a renewed approach, with Folgers now seeking a fresh cultural edge.
千禧一代和Gen Zers曾经跳过酿造自己的乔，在去办公室的路上在星巴克停下来，已经购买了法国新闻，浓缩咖啡机和其他咖啡机大量as they adjust to working from home. With that sea change, Folgers and agency PSOne, a bespoke Publicis unit for The J.M. Smucker Co., saw an opportunity to reinvent the label, while addressing what they view as widespread misconceptions. J.M. Smucker, whose other offerings include Meow Mix and Dunkin's retail brands, consolidated U.S. creative and media duties to Publicis in 2018, while PSOne took over the Folgers work the following year.
“人们，尤其是年轻的听众，可能从未做过咖啡，或者不像现在那样虔诚地做咖啡，”PSONE和阳狮纽约。“我们知道，这个新听众（相信）工艺非常关键。
广告活动最近掉了creates what Roberts described as "a wake-up call for America" when it comes to understanding Folgers. The banner 60-second spot, titled "Allow Us to Reintroduce Ourselves," opens with a woman walking down a grocery aisle stocked with Folgers red cans, with the iconic jingle humming in the background. She makes eye contact with a hip young couple who appears to disapprove of her choice of coffee before joyously swiping the products into her cart as "Bad Reputation" by Joan Jett and the Blackhearts kicks in, overwhelming the soundtrack.
罗伯茨说：“新旧的婚姻有些婚姻。这是一个误解了这么长时间的品牌。”“我们确实需要震撼人们对我们的思考。有时，这需要叛逆的朋克摇滚国歌。”
该广告继续在其新奥尔良工厂展示各种福尔格斯的球迷和员工，试图与路易斯安那州的根源建立更牢固的联系，而消费者研究表明，大多数人都不知道，但这就像与工艺的关键联系位置。Folgers经营三个制造设施，为该地区提供了约750个工作岗位，并致力于帮助该市从卡特里娜飓风等灾难中恢复过来。
在广告结束时，“糟糕的声誉”由当地音乐家长号矮人（Trombone Shorty）加入的游行乐队重新构想。最后的笔记强调了一种胜利感，复制阅读“自豪地烤，在我们的新奥尔良家乡敬酒”。
"It felt like an honest part of our story.我们知道我们想讲述手工艺的故事，这就是发生的地方。
酿造新鲜
当然，福尔格（Folgers）做出的最值得注意的变化之一是超越“ Wakin'Up”叮当声的“最好的部分”，这是自1984年以来一直是该品牌的电话卡，“糟糕的声誉”实际上早于这种曲调，但这是一个持久的朋克朋克的试金石摇滚歌手。麦莉·赛勒斯（Miley Cyrus）最近介绍了这首歌，而年轻的消费者可能会回想起其在2001年的“史瑞克”（Shrek）中的突出。
罗伯茨说：“这是100％的一条永恒的文化曲目。”
A musical pivot from comfort to in-your-face energy follows an anonymous person acquiring all royalties to "The Best Part of Wakin' Up" jingle last year. The auction listing for the song claimed it generated超过$ 11,000的特许权使用费在出售前的12个月中，大部分来自电视广告。罗伯茨坚定地认为，转换并未告知刷新福尔格斯的决定。
她说：“这与提出这项新竞选活动的选择无关。”“这项运动正在发展。”
大修的其他要素 - 对年轻消费者的吸引力，更强烈的态度和更深的文化联系 - 在Psone先前在J.M. Smucker的工作中属于。去年，代理集团切换了花生酱标签JIF的营销with a campaign that tried to bridge hip-hop's old and new schools. Ads showed the motor-mouthed rapper Ludicrous discovering a new, more lyrical flow after eating a spoonful of Jif, a concept derived from the criticism that rap's up-and-comers sound like they have peanut butter on the roof of their mouths. For those who grew up with Jif commercials about being the top pick for choosy suburban moms, it was a noteworthy 180.
Still, Roberts reinforced that PSOne takes a tailored approach to each brand in J.M. Smucker’s portfolio.
罗伯茨说：“这是一个截然不同的故事，因为JIF总是关于品味……而福格斯一直是关于例行公事，咖啡的生活方式。”“但是他们从未以有意义的方式谈论醒来的最佳部分。”
解决误解
为了补充国歌的广告，Folgers和Psone制作了一系列较短的15秒和6秒的视频广告，这些广告试图描绘出该品牌更全面的图片。在展示一条远远超出红色罐头的产品线之前，以老式福尔格斯广告的方式打开了一个地点，“没有一个奇迹”。introduced in 2018这是针对千禧一代的。该公司总共销售20多种咖啡。
其他元素涵盖了与E！，NBC，BRAVO，OXYGEN和ABC等网络上的虎钳和位置的集成。专用着陆页在福格斯网站上引导游客了解公司历史及其为消除其富裕声誉所做的工作。在社交媒体上，该品牌正在与受欢迎的影响者Try Guys和Tiktok创造者@Rod部署合作谁在千禧一代趋势和has an audience of 1.4 million. Experiential activations will factor in later down the line, though details on that front are scant for now.
同时，福尔格斯（Folgers）鼓励其核心粉丝使用#DamnRightItsFolgers标签作为一种谴责，以挑战他们选择咖啡。
"It's one last chest-beat, and not the brand chest-beating," said Roberts. "It's more like the pride of the people who drink it, the people who brew it, the people who make it."
