Advertising
Folgers is promoted with the slogan "The best part of waking up is Folgers in your cup!" It is well associated with a jingle featured in almost every advertisement since 1984, with lyrics by Susan Spiegel Solovay and Bill Vernick, and music by Leslie Pearl. Over the years it has been rearranged and performed by many famous musicians, such as Richie Havens, Randy Travis, Bonnie Tyler, Paul Stanley, Aretha Franklin, and Rockapella.
From 1965 to 1986, Folgers was known for television ads involving "Mrs. Olson", a Swedish neighbor played by Virginia Christine who invariably recommended a cup of Folgers coffee for the characters in the commercial.[14]
Folgers promoted their instant coffee in the 1970s and early 1980s ads which took the viewer inside various 'high-end' restaurants while a voice-over (by Bryan Clark) whispered to the viewer that they've secretly switched the coffee used at the restaurant with Folgers, and watched the restaurants' patrons to see if they could tell whether or not they noticed the difference.
One Folgers television ad from 1985, "Peter Comes Home For Christmas," became particularly associated with the Christmas holidays. A college student returns home, apparently on Christmas Day. His younger sister is the first one to greet Peter, helping him make the Folgers. The smell of freshly brewed coffee awakening his parents and alerting them to their son's arrival. The Cunningham & Walsh spot aired yearly until 1998, then in edited form in 2004 and 2005.[15]
In the mid-1980s Folgers became a NASCAR sponsor. After a trial season with the Joe Ruttman-driven and Larry McClure-owned Chevrolet in 1985, Folgers expanded its sponsorships.[16][17][18]
In 2006, the advertising agency Saatchi & Saatchi created a viral advertisement, popularly known as "Happy Mornings", in which a large group of cheerful singers and dancers appear at sunrise as the sun itself to wake people up.[19]
In 2009, Saatchi & Saatchi created a holiday ad, "Coming Home", wherein a man reunites with his teenage sister at their parents' home after volunteering in West Africa. The ad quickly went viral, and has been criticized for perceived sexual tensions between the siblings.[20]
In 2014, the brand celebrated the 30th anniversary of the famous jingle.[21]
