Folgers, the coffee formerly known as the best part of waking up, is aiming further change its image by branching out into gourmet coffees. With new and improved packaging, new and improved flavors and a $20 million dollar advertising campaign, the company is hoping to prevent to loss of customers as these days "a gourmet version of coffee is the new standard."
But since the name of Folgers is associated with being an "everyday" coffee, not a premium coffee, they had to create a new category of coffee that wouldn't alienate their no-frills customer base. Market research told the Folgers executives that people who drink their coffee will "save" premium coffees for special occasions. So, to appeal to existing customers while potentially attracting new customers, the new Folgers Gourmet Selections are "gourmet-inspired coffee [and can] be consumed on an everyday basis."
Folgers has had mixed success with its recent product trials, so it's too early to say for certain whether they will be a success. You can get a free sample here if you want to try it before it hits shelves in September.
May is National BBQ Month and National Hamburger Month
Cupcakes, not for dessert (unless beef is your idea of a treat)
Because eating French Fries in the car is so tough
Reader Comments (Page 1 of 1)
8-26-2006 @ 11:57AM
Ruby said...
"inappropriate or purely promotional comments may be removed"
How about purely promotional blogging? Does that get removed too? Because there's nothing in the latest Folgers entry that is actually of any redeeming value. This entry is blatant ad copy. There's no analysis- no social commentary, no education- just two hyperlinks to the Folgers' website and a little blurb about the new line of products.
I had bookmarked this site because a few of the articles seemed kind of interesting and less like salesmanship, but when I mentioned the site to a friend over the phone this morning, she loaded it and said, "The first page is a Folgers' ad." And she was right. How embarassed I was to mention what I thought would be a great new foodie site to a friend who has equal intolerance for advertising, either surreptitious or blatant.
I understand that a site has to pull in ad income to make some money, but when you slip in promotional advertising in the guise of a blog entry written by one of your bloggers, it really kills your credibility.
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8-26-2006 @ 12:08PM
Nicole Weston said...
Ruby - It's too bad that you didn't find the article interesting, but our goal is to appeal to all kinds of readers, even those who enjoy Folgers coffee. This isn't an ad, just a look at a new product line.
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8-26-2006 @ 1:05PM
random said...
It's an informational post. Folgers is a massive provider of coffee in the US and a lot of Americans 'wake up to Folger's in their cup'. Folger's hopping onto the gourmet bandwagon is news to those types of coffee drinkers.
Me on the other hand? I am so not Folger's target market. My "everyday" coffee is far better quality and Fair Trade, Organic to boot (I do not claim to be a perfect conscientious consumer, but I try a little here and there). It's not that much more expensive than Folger's and tastes much, much better.
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8-26-2006 @ 1:22PM
Sally Rube said...
I understand your position Ruby, but I feel you are a bit off the mark in this case. On a blog like this, a signifigant new product or product line announcement is news; this can be anything from the above post, to a famous chef opening a new restaurant, to a new grill technology being sold, or a new food show coming out. I could sympathize with you more if Nicole was "acting the shill," and just talking up how great this product was and how you must get it, but that is not what happened. This was a pretty even review, not for or against Folgers, even reporting their mixed sucess with new products. What you speak of is a problem for blogs, so I guess I understand you hyper vigilance. So while you have a valid point, it just isn't valid here.
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8-26-2006 @ 4:35PM
Colin said...
Ruby, if you're going to attack every posting here, we don't want you in our ranks anyway. This doesn't read as an ad to me at all. Nicole is referencing an article in the New York Times, a highly respected publication. Look around the site, there are enough clearly marked ads around here that AOL doesn't need its bloggers posting content-based ads to generate revenue. Why don't you slow down and spend some time reading the site regularly before you start attacking?
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8-27-2006 @ 12:11PM
Stephanie said...
Ruby- There is nothing wrong with this article. I actually enjoy hearing about the new products that are out there. I hope to continue to see posts like this on Slashfood.
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8-27-2006 @ 1:26PM
Stephanie said...
Many readers of this blog enjoy reading about the new products that are out there. I hope to continue seeing new product reviews in the future. To each his own....
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8-27-2006 @ 3:11PM
MJ said...
Just sent off for some samples of this coffeee! Hope its as good as the regular folgers that I love!
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10-18-2006 @ 12:52AM
Jen said...
That commercial is great! What a cute baby!
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