Folgers Shop A Vibe

“In the US, Folgers is the original home coffee brand. It’s been around for more than 170 years. But as the brand has aged, so have its consumers. In 2022, Folgers realized that it was virtually unknown among Gen Z consumers.
This younger generation was interested in coffee. They watched countless hours of coffee trends and recipes on TikTok and other social media. But their interest was not in Folgers. When these consumers did shop for coffee, they defaulted to big coffee-shop brands like Starbucks.
We needed to find a way to authentically grab the attention of these young coffee fans, making them aware of the Folgers brand and ultimately persuading them to purchase Folgers.”