Folgers, the nearly 170-year-old coffee brand with a dusty reputation, is trying to be cool with millennials and Gen X coffee drinkers. Inflation is helping.
Folgers is trying to be cool with millennials and Gen X coffee drinkers. Inflation is helping.Folgers is trying to be cool with millennials and Gen X coffee drinkers. Inflation is helping.The comforting gurgle of his auto-drip coffee maker is one of the first sounds Luke Simmons hears in the morning. He pours himself a steaming cup, black coffee, his first of several, and describes the moment lovingly.
"Good ol' Folgers motor oil!" Simmons, 29, cracks up saying this, because yes, his friends do make fun of him.They try to remember the last time they tasted it. They reminisce about ancestors who drank it. They might even breakThe brand is nearly 170 years old — a throwback at a time of fancy single-origin nitro lattes. Folgers remains the biggest seller of ground coffee in U.S. stores, over $1 billion worth a year.
"The best part of waking up?" says Ayanna Jackson, 47, from Maryland."It's just sludge in your cup — sorry, Folgers!"It's rare to hear brand executives talk about failures. But Geoff Tanner, chief commercial and marketing officer at J.M. Smucker, the parent company of Folgers, doesn't hold back."We could certainly see it in our sales numbers. We had been losing market share for quite some time...
Tanner says his team found the product itself doing well in testing — but its perception needed an urgent wake-up.Courtesy of Luke SimmonsLuke Simmons, 29, starts every morning with a cup or two of black coffee, usually Folgers.,"Think of us as grandma's coffee? Heck yeah we are!" The video starts with Joan Jett's 1980 counter-culture anthem:"And I don't give a damn 'bout my bad reputation. Oh no, not me."
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