Despite being America’s most iconic coffee brand, Folgers was struggling with its perception amongst today’s coffee drinkers. Rather than ignore what people we’re saying, this bold reintroduction embraced the brand’s “Bad Reputation” with an unapologetic swagger. By leveraging the pride of their 35 million drinkers, the confidence behind 170 years of expert craft, and the soul of their hometown of New Orleans, we showed the best parts of The Best Part of Wakin’ Up.
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