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)

If you are anything like me, in addition to being a fan of Iron Chef America, you've wondered what it's like to actually be inside kitchen stadium during a culinary battle. Not as one of the chefs, of course, but simply as a spectator. Unfortunately, due to the confidentiality agreement that studio audiences must sign, it seems unlikely that many first hand accounts of what the live show is like are going to come our way. Fortunately, though, the Amateur Gourmet is a risk taker (who read the confidentially agreement carefully) and decided to reveal as much as he could about the taping without facing a $1,000,000 fine.

I had heard a rumor that Kitchen Stadium was on the West Coast, but it turns out that it is filmed in New York in the same studio where Emeril Live! and 30 Minute Meals are taped. Despite the fact that Adam couldn't say who participated in the battle he saw, we can safely assume that it was an episode scheduled for next season. He also seemed to share my suspicion that the secret ingredients are not very secret to the Iron Chefs, since not one of them looked surprised to hear what it was. But even with some of the magic missing, the Amateur Gourmet couldn't praise Alton Brown's performance as commentator highly enough and really enjoyed watching the top class iron chefs cook.