Folgers
Skills: Campaign Development, Content Strategy, Branding
At a time when Starbucks and Dunkin rule the coffee world, Folgers has fallen out of focus in the eyes of consumers. It’s time to put Folgers back in their cups. With little brand recognition beyond “those big red buckets” with younger consumers, Folgers needed a refreshed strategy to reach Gen Z audiences that are beginning to drink coffee more regularly. For a Visual Communications course, my team developed a creative advertising campaign to reintroduce Folgers as a coffee brand comparable to cafe quality coffee at a fraction of the cost.
March 2024
Research
To determine where exactly Folgers stood with consumers, we conducted a user survey on coffee drinking habits and brand awareness. We learned that among Gen Z audiences Folgers was known for little more than their catchy jingle and the classic red jugs. In fact, some consumers didn’t even know what it was and only 2% of surveyed consumers drink their coffee regularly. While 76% of consumers said they make their coffee at home, survey respondents admitted that they prefer espresso and don’t think Folgers is the right coffee for their favorite drinks.
From this research, we sought to answer the question, “How might we stay true to the original product while also making Folgers more accessible to younger audiences?”
