Friday, September 19, 2008

Folgers: Right Coffee, Wrong Message


Folgers is apparently unveiling a new, expensive ad campaign for their new method of drying pre-roasted beans. As Gawker points out, in this troubled economy, cash-conscious consumers may elect with increased frequency to purchase relatively inexpensive brew-at-home brands like Folgers instead of going to places like Starbucks each morning.

But watch the ad embedded in the New York Times article. They probably made the spots months ago, but there is not one mention--or even subtle allusion--to Folgers's big sell: THAT IT'S CHEAP. Their new advertising message has practically been written for them over the past week or so, if not the past couple of years: That Folgers Coffee not only tastes good but also saves you a lot of money. They really should just bang out another ad quickly that addresses this, because, you know, in all honesty, the best part of waking up isn't Folgers. Take it from me, I've been drinking the stuff for two years.

-Josh

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