Folgers wants America to get up, smell the coffee, and seize the day, as it reworks its famous jingle into a medley of famous tracks about waking up.
Aware that the legacy of what was once the most recognizable jingle in American advertising was fading, Folgers was determined to move beyond its association with mornings. The 179-year-old brand enlisted the help of PSOne and BBH USA to reinvent its heritage.
With the famed jingle, “The best part of wakin’ up is Folgers in your cup,” still at its heart, Folgers offers another interpretation, expanding the idea of waking up beyond the realms of beds and sunrises, to opening your eyes and the notion of being present, engaged, and tuned in, no matter the time of day.
To bring this concept to life, Folgers created a wake-up anthem that remixes its jingle with hit songs about waking up, spanning various genres and generations, from 1960s soul music to early 2000s alt-rock.
The accompanying film, shot by Calmatic through Prettybird, flicks through the musical medley while presenting a snapshot of everyday people waking up and getting on with their day, aided by a cup of Folgers.
It opens as a woman is handed a cup of coffee in bed as The Everly Brothers’ “Wake Up Little Susie” plays on the alarm radio. The spot then transitions to a scene where a pyjama-clad woman rocks out to Evanescence’s “Bring Me to Life” as her coffee machine brews, followed by a worn-out dad singing along to Avicii’s “Wake Me Up” as his kids fight in the back of the car.
Other vignettes include a dog walker being dragged by a pack of dogs as he listens to 4 Non Blondes’ “What’s Up;” a man singing happily along to The All-American Rejects’ “Give You Hell” as he washes his clothes at his local laundromat; and a young woman enjoying Aretha Franklin’s “I Say A Little Prayer” as she gets dressed for the day.
Folgers’ jingle wraps up the medley as a chef holding a reusable coffee cup sings it while wandering through the kitchen, cementing the brand’s place among the iconic tracks.
The 60-second film has also been cut into 6-second, 15-second, and 30-second ads.
“By reimagining our iconic jingle, we’re reclaiming Folgers’ authority around ‘waking up’ in a way that feels modern, meaningful, and true to who we are,” Emily Lucci, vice president, marketing at The J.M. Smucker Co., said in a statement.
