Folgers begins Bad Reputation campaign
The J.M. Smucker Co. has begun a new advertising campaign in Canada for its Folgers coffee brand. The campaign, called “Bad Reputation,” was developed by PSOne of New York and first broke in the US. According to the company, the campaign is intended to counter the brand’s consumer reputation by focusing on its history and origins in New Orleans. The campaign consists of television, online video, digital display and streaming audio ads, as well as social media content and an influencer component.
“This new Folgers campaign is just the latest example of the unapologetic, breakthrough creative that's transforming the way we approach brand storytelling,” said Geoff Tanner, chief commercial and marketing officer at The J.M. Smucker Co. “We have heard from consumers that ‘Folgers is not for me.’ In a competitive category that has dismissed the brand and labeled Folgers as their grandma’s coffee, we're shaking things up by boldly choosing to overtly acknowledge any negative misperceptions and then loudly and proudly challenge them.”