Folgers is a coffee brand that has been around since the late 19th century and has been targeting morning coffee drinkers and those who drink coffee at work. They have also been targeting specialty coffee buyers with their premium variants, which are priced lower than other specialty coffees. Folgers has experienced significant growth in the ground coffee market, and they have been communicating with their target audience since the late 19th century. In the beginning, Folgers coffee was marketed locally in California grocery stores, as ground coffee was not widely available.
Frank Atha, a salesman, saw the potential of including Texas in Folgers' territory and this decision proved to be a wise one. This led to the expansion of Folgers and the opening of a new plant in Kansas City, which is still operational today. Folgers has also adapted to changing times. For example, during World War II, they redesigned their container into a glass bottle that could be reused for canning.
The brand has also recently launched a campaign to reintroduce itself to a new generation of coffee lovers. This campaign takes on a radical tone full of unapologetic pride and celebrates Folgers' expert craft, its deep roots in New Orleans, and its 35 million drinkers* who wake up with Folgers every year. Smuckers also markets the Latin-style espresso brand Cafe Bustelo and Folgers' premium spin-offs 1850 and Simply Gourmet. After Hurricane Katrina, Folgers was one of the first major companies to reopen a month after the storm, giving the local community a sense of rebuilding.
Folgers has also been creative in its marketing efforts. Two years after the merger between Smuckers and Folgers, they launched their acclaimed jingle contest and joined social media with their Facebook page. This contest has become a huge success as it asks coffee lovers to submit their jingles for a chance to win a prize. However, Folgers is facing competition from specialty blends and hybrid coffee derivatives as well as Starbucks.
To stay competitive, they need to convince younger consumers that a legacy brand can give them a premium coffee experience. Folger launched coffee in 1850 when gold miners were going west and showed them how to brew coffee. The company has also been involved in volunteer and service work in order to give back to the community. Tina Meyer-Hawkes, Vice President of Marketing for Smucker's Coffee Division is responsible for maintaining the appeal of the signature aroma of beans grown on Folgers Mountain and helping the brand evolve to serve today's youngest consumer without leaving behind older generations who have enjoyed it all their lives.