For a Brand Refresh, Folgers Finds 'The Best Part of Waking Up' in New Orleans

The coffeemaker with the most recognizable jingle is changing its tune by playing up its Crescent City factory while showing off its 'Bad Reputation'

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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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