Branding

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'

folgers-waking-up-new-orleans-2022 — A well-known jingle gives way to the raucous, exuberant sounds of Joan Jett and New Orleans jazzman Trombone Shorty in Folgers' new campaign.

By David Kaplan

January 31, 2022

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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.

David Kaplan

David is Adweek's performance marketing and brand marketing editor.

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