Foldgers 'Bad Reputation'

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As I indulged in my lazy summer routine of watching movies, I couldn't escape the relentless advertising of a particular company. Every commercial break bombarded me with the same captivating song in a series of ads, all from Folgers. Each advertisement revolved around a common theme: an older person savoring a cup of coffee or shopping, while a discerning younger individual observed their choices with judgment. Established in 1850, Folgers found itself at odds with the preferences of the new wave of artisan coffee lovers, garnering a reputation as a simplistic brand tailored to older generations. However, in a bold move to preserve their identity, Folgers decided to fully embrace their newfound reputation. Accompanied by the empowering anthem 'Bad Reputation' by Joan Jett and the Blackhearts, they fearlessly pushed back against the emerging 'hipster' coffee connoisseurs.

 

Throughout it all, Folgers unwaveringly upheld its invaluable value proposition. With decades of existence, they had become synonymous with consistency, recognition, and affordable excellence. Folgers understood the importance of convenience, offering an extensive range of coffee products, including instant coffee, single-use pods, and more, catering to the diverse needs of coffee enthusiasts.

 

The company faced considerable backlash from the new wave of coffee connoisseurs, challenging its position and simplicity. It was imperative that Folgers addressed these accusations and stood up for their brand.

 

Undoubtedly, Folgers embarked on a bold journey with these advertisements, a necessary step in their evolution. While there was a risk of alienating some consumers, ignoring their reputation altogether could have been equally perilous. In today's world, people appreciate the courage to stand up and proudly proclaim, "I don't give a damn about my bad reputation," embracing authenticity and remaining true. I believe Foldgers' decision to stand up for their brand garnered respect from the younger audience. Their approach was refreshingly unique, as many other brands might have chosen to completely alter the narrative. They navigated the fine line between a potential rebranding and staying true to their roots, demonstrating just how extraordinary their product truly is.

 

While Folgers made a significant impact with their ads, I propose a minor tweak: incorporating the younger 'hipster' consumers as protagonists. Picture a short advertisement where a young woman skillfully crafts an intricate and captivating cup of coffee using Folgers as the base. The empowering anthem, "Bad Reputation," playing in the background, adding to the rebellious and captivating ambiance. By doing so, Folgers could successfully bridge the gap between its traditional reputation and the evolving coffee enthusiast community. This approach would highlight the versatility and adaptability of the Folgers brand, showcasing its ability to cater to the diverse needs and desires of consumers. It would unlock the door to a whole new demographic, expanding Folgers' appeal and ensuring its continued relevance in an ever-changing coffee landscape.

 

Reflecting on my experience exploring these advertisements, I learned an invaluable lesson: it is crucial to stand up for oneself and embrace individuality. Being unapologetically authentic is essential, even in the face of those who question or challenge you. Had Folgers succumbed to its new reputation, we may have lost one of the oldest and most cherished coffee brands. It is vital to honor history, and I am glad that Folgers had the fortitude to do just that.

https://www.thedrum.com/news/2022/01/31/folgers-reintroduces-itself-embracing-its-bad-reputation

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