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Folgers Coffee – The History and Background of the Folgers Coffee Company
Part of Proctor and Gamble, Folgers Coffee is one of the largest coffee brands in America today. It was founded in the 19th century in San Francisco, California by JA Folger, and took the United States (the largest coffee market in the world) by storm. In 1963, Proctor and Gamble bought the company.
There are eight varieties (called families) of Folgers in America today: Café Coffee, Coffee Pods, Instant Coffee, Gourmet Choices, Flavored Coffee (Hazelnut, French Vanilla, Chocolate Silk and Cinnamon), Simply Smooth, Coffee House Series and Classic Roast. In Canada, Folgers coffee is limited to Classic Roast and Mountain Roast.
Perhaps the catchiest thing about the brand is the ads it ran. The well-known slogan “the best part of waking up is Folgers in your cup!” resonated well with audiences and boosted sales.
Other popular TV advertising campaigns featured people sneaking into four-star restaurants and replacing the expensive coffee customers are used to drinking with Folgers Crystals. No wonder no one could ever say that the expensive coffee was immediately replaced by the cheap version.
In the 1980s and 1990s, Folgers began experimenting with less traditional advertising, sponsoring NASCAR racing. By sponsoring popular drivers, it was almost as if NASCAR itself was endorsing the brand, and the advertising campaign was fairly successful.
In 2006, another non-traditional advertising campaign was launched through viral marketing. Created by advertising agency Saatchi and Saatchi, the adverts entitled ìhappy morningsî have been seen all over YouTube and various weblogs. In the commercials, cheerful and happy singers and dancers appear at sunrise to wake people up to greet the day.
Dateline NBC conducted a taste test of the most popular coffee brands, and in their test Folgers Classic roast scored last place.
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