Hear ‘Folgers’ and you might think of coffee in your grandma’s pantry. Or coffee at a roadside diner. Coffee in a classic commercial about incest? Cue that jingle. But that’s not the real Folgers. Today’s coffee drinkers needed a wake-up call. This rebrand was all about batting down brand misperceptions to show that tiny bags of bougie beans have nothing on ‘The Best Part of Wakin’ Up.’ role: creative director
Press:
Billboard Magazine: Folgers, Trombone Shorty launch new Ad Campaign Featuring a Joan Jett Classic
AdAge: Inside Foglers’ Effort to Embrace it’s ‘Bad Reputation’
The Drum: Folgers reintroduces itself by embracing it’s ‘Bad Reputation’
AdWeek: For a brand refresh, Folgers finds ‘The Best Part of Wakin’ Up” in New Orleans
Fresh Website