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Folgers Coffee is trying to increase its visibility with a younger generation of consumers, the generation that grew up with Starbucks and other coffee shops on every corner. The company's slogan has long been "the best part of waking up, is Folgers in your cup," but they perceive that their new target audience views the best part of waking up as going back to sleep. As such, their strategy is not only to develop ads - launched all over the internet in a viral campaign - that are hip, but that appeal to those who believe that caffeine exists to get the to work in the morning after staying out until 3am. The updated slogan is "tolerate mornings."
"Tolerate mornings" is far less catchy than the lyrical older slogan, but is the new ad format more effective than the old one? You be the judge, but somehow the implication that you should drink the product because it's there, and not necessarily because you like, it is a less-than-convincing sales pitch. The new ad features creepy yellow people who are meant to embody the morning while singing an irritating jingle:
(video after the jump)
I think Folger's could have simply bought this homemade commercial (or this one)and ended up with something at least as appealing to their audience as their yellow people. Probably even more appealing, since the standard is low.
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7-14-2006 @9:22AM Donald Norwich said... SORRY!!! - did not like your "Happy Morning" - 1st - too long 2nd - if your trying to entice a younger crowd why are you using older people???????? Start over guys!!
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7-14-2006 @9:22AM Larry Neff said... I hate it, awful, tasteless,tackey. This
has ruined my favorite coffee. I will never watch this ad again.
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7-14-2006 @9:23AM Dave said... I would rather drink my own urine, then drink Folgers.
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7-14-2006 @9:23AM william Rich said... Sorry Folgers it was not your commercials that made me stop drinking Folgers coffee after 50 years. I was the god awful taste. I tried all the different varieties on the shelf and then switched to Gevalia.
Improve the product, sell a pound of coffee in a package and I will switch back.
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7-14-2006 @9:23AM dave said... this commercial is stupid it made no want to drink Folgers. who ever made this should be shot!!!
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7-14-2006 @9:26AM benjammin said... the best part of wakin up to me is getting up, walkin down to Haight St and getting a cup of coffee for $1.50 and when i get back home, turn on my black & white tv to watch the news and weather...and i dont have to worry about seeing any yellow people....
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7-14-2006 @9:28AM Debra Williams said... I think that you should leave the old slogan the way it was. What I saw of this commercial it is the dumbist thing I have ever seen. I hope you get a lot of bad comments about it. I grew up with "The best part of waking up, is folgers in your cup". Please think of the baby boomers we do not like new things like this with a great brand of coffee.
Debra Williams
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7-14-2006 @9:30AM J Powers said... Folgers.!?...They would have been smarter to have a
competition between colleges who have film studies for
a sensational on target audience response. This ad is
sooooo cutsey, it just does not convince me to give up
the money to buy into Folgers. I grew up in one of
the neighborhoods where Folgers was roasted and it was
a wonderful way to awaken to the nice aroma of the
roasting coffee. I wish them luck in sales.
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7-14-2006 @9:35AM Cheryl said... Sorry, but I don't like this ad. As I sit here typing and drinking my cup of, yes, Folger's Coffee, I'm glad I have a mute button on my remote. I will certainly use it for this one. Not everyone in the younger aged crowd hates to get up in the morning. And I know a lot of people who actually "like" coffee. They don't drink it only because it has caffeine. I think the more "touching" commercials are much more interesting - like the Folger's Christmas commercial - where the guy's comes home from the service early in the morning. These "yellow people" seem too much like mental patients whom broke out of the hospital - or a bunch of creepy ghosts. If I were the CEO's at The Folger's Coffee Company I would re-think this ad and make a bunch of changes. The singing is especially obnoxious.
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7-14-2006 @9:40AM 1hairpro said... The new slogan is not in good taste. (no pun intended)
The old slogan is established and catchy. Leave it alone. I love the old slogan.
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7-14-2006 @9:41AM Dragonboltzz said... I can't believe this is going to be a real ad for Folgers. What are they NOT thinking? Sleep when your dead? I dont think I want to make a connection between enjoying my coffee and staying awake because I can sleep when I'm dead. The yellow people are weird and I personally found no humor in it at all. I drink Folgers because I like the coffee and Starbucks just plain sucks on so many levels but this ad is not tolerable in the morning or any other time.
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7-14-2006 @9:44AM darryl said... It was very silly and stupid. Several years ago when Folgers decided to downsize their packaging as well as add a cheaper blend to what was once the best coffee, I moved on to other brands.
If they want to capture the attention of coffee consumers, have a product that stands out in flavor, pricing, and packaging then highlight what consumers think about it.
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7-14-2006 @9:45AM cheryl said... I love folgers coffee. This would be a very big mistake for folgers to run this add. Yes I agree with some of the other comments. Dumb.
Folgers Coffee deserves better. Silly is not one of them. Remember the couple ? How we could'nt wait to see the next commercial go back to something like that. Or a Mom sitting with her kids drinking coffee and talking about past and future plans. You can do better than yellow people.
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7-14-2006 @9:46AM JEANNE said... MY GOSH, I THOUGHT IT WAS A BRADY BUNCH AND PARTRIDGE FAMILY REUNION....VERY CORNY....I LIKED THE OTHER SONG BETTER ...MUCH CLASSIER....OF COURSE, I AM NOT A MORNING PERSON.
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7-14-2006 @9:47AM Jayne Jensen said... Rude! Dumb! Insulting! You can sleep when you are dead! My grandmother used to tell me that. I've been using Folger's for 40 years because it was what my mother used, but now...
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7-14-2006 @9:47AM Jenna said... Was the company on acid when they came up with this. It does nothing to get me to want Folgers coffee in the morning. It makes me want Advil for the headache that you get for watching the ad. I'm in the age bracket they are targeting and it does nothing for me.
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7-14-2006 @9:48AM Roy said... listen if folgers has no better ad people than that they need to get rid of them cause it really sucks
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7-14-2006 @9:48AM jrayle said... This is without a doubt the stupidest commercial I have ever viewed. If a product cannont sell on its own merits it is a sad state. Personally I prefer Starbucks the idea of getting a freshly brewed cup of coffee without the hassle of making it myself is the key. However I do use Folgers at home as I drink coffee during the day and evening. This commercial may change me to Maxwell House however due to the stupidity. It could be implied that after using the product we may all begin to act like the "yellow people"
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7-14-2006 @9:50AM jill williams said... what are they thinking? I grew up with the old and familiar slogan, and liked it, this just makes me want starbucks more, think i'll get one now. peace.
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7-14-2006 @9:51AM Sandman said... Folgers shows this garbage just one time and my Folgers dirnking days are over. Please tell me this is just a good joke....
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