Folgers “Allow Us to Reintroduce Ourselves”

Folgers is one of the original home coffees, but after decades of being ‘the best part of wakin’ up,’ coffee drinkers hit snooze on the iconic brand and moved on to shinier bags. We needed a massive wake-up call that showed people the real Folgers by shattering the misperceptions through a bold campaign with unapologetic pride that leverages the power of our millions of drinkers to help spread the word. 

To do this, we leaned into what people thought of us by harnessing the energy of Joan Jett’s “Bad Reputation” to show coffee lovers that Folgers is the best brew out there, with our beautiful hometown of New Orleans as the backdrop, and with NOLA’s finest, Trombone Shorty, leading the show.

Tristen’s Role

I served as the lead social strategist on this integrated campaign and was responsible for the following:

• Brand owned social channel and content strategy

• Celebrity talent social strategy and liaison with Trombone Shorty and Joan Jett

• First-of-its-kind Pinterest integrated map of New Orleans and corresponding influencer recipes associated with map pins

• Supported media partnerships with The Today Show, Watch What Happens Live, Spotify, iHeart, March Madness Twitter Amplify, Walmart+

• Oversaw the influencer strategy and execution

Results

• Biggest share gains from Millennial & Gen X

• Exceeded Media Benchmarks for Reach & Engagement

• Influencers delivered 7MM+ video views

• Organic website visits +31% versus prelaunch

• Industry praise +28% compared to past commercials

• Exceeded ROAS & New Buyer benchmarks (key retailers)