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THE ART OF THE BRAND REINTRODUCTION: Folgers

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THE ART OF THE BRAND REINTRODUCTION: Folgers

The worst part of waking up for a Brand Manager leading a ‘legacy brand’ is replaying negative consumer feedback in the mind. Enter Folgers. The brand has been a staple in US households for over 170 years with an iconic jingle and a history of innovation. But with the rise of Starbucks/Nespresso and the demonization of instant coffee, the glory days are long gone. Folgers dropped a new Anthem ad that people are talking about. Why don’t you watch it - and then we’ll talk.

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