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Just a mention of Folgers coffee conjures the saccharine sweetness of its indelible jingle and the gauzy, warm images of a Middle American family languidly rising to the caffeinated scent coming from the auto-drip maker.
The J.M. Smucker coffee maker is hitting a hard pause on that image.
The title of Folgers new campaign, “Bad Reputation,” lays it all out. The first spot is the advertising equivalent of a record needle scratch: imagine a supermarket Muzak system playing Folgers’ “The Best Part of Waking Up.”
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