Folgers has launched a new ad campaign, created in partnership with Publicis Groupe’s Power of One solution, PSOne, to highlight that “The Best Part of Wakin’ Up Is Folgers in Your Cup.” For the purpose, the coffee brand has also enlisted the new Folgers Choir, more formally known as the Folgers Morning Harmonizers, seven men and women clad in red outfits, who randomly show up to brighten mornings.
One of the spots features a young man stuck in the middle seat in a nightmarish carpool. The woman next to him is spraying her hair, the man next to him talks a lot, right in his face, and the driver seems to believe he participates at a Formula 1 race.
The Folgers Choir joins him and hands him a steaming hot cup of Folgers coffee to help alleviate tension and make his morning better while performing an updated version of the classic The Best Part of Wakin’ Up Folgers Coffee jingle.
The campaign includes other two commercials, digital banners, online video, social and digital radio.
“For Folgers Coffee, our objective for the creative was to shift our storytelling from traditions of the past to modern relatable mornings,” commented Tina Meyer-Hawkes, Vice President of Marketing on Coffee, The J.M. Smucker Company. “So, we wanted to celebrate the quality of the coffee in a truly breakthrough way. PSOne created outstanding storylines to propel the brand forward!”.