Folgers is the number one coffee brand in the U.S.—even bigger than the mighty Starbucks. It's been here for more than 150 years, too. But the increasingly crowded coffee aisle, plus people's changing attitudes and buying behaviors, meant a refresh was in order.
The goal was challenging: Keep the mature, loyal customers who identify with Folgers' rich history, while attracting younger customers, especially millennials. Obviously, growth depends on a newer generation developing a relationship with the brand.
One way we're helping do that in the digital space is with a brand new, fully responsive website.
Website. The brand message: That little moment you spend with Folgers, no matter what time of day, is the catalyst that helps you make the day happen.
Psychological studies show that telling your goals to others actually helps spur you to reach those goals. And with this new website, the home page itself allows you to declare your day's purpose, then share it out to your friends on social channels. Each share is accompanied with a campaign hashtag: #MakeTodayMatter.
The site is in development now.
App. There's something new for mobile, too. The Folgers Hello Sunshine app combines technology and your phone's camera, allowing you to create fun, custom photo greetings, then share them with friends through social channels or email.