Video: Folgers perks up ads

By Diana Olick D.C. Correspondent
CNBC
updated 7/11/2006 3:25:25 PM ET 2006-07-11T19:25:25

The company has been advertising on television since the beginning of television. Folgers coffee has been one of TV’s biggest customers, with it's long-running tag line: 'The best part of waking up, is Folgers in your cup.' But now the coffee company is changing it’s tune, big time.

Out of the ocean and into your head. That’s the idea behind this viral and arguably crass campaign from Folgers, beaming its way through the Internet like the rays of sunshine these peculiar people portray. The Folgers ad is building on the same chatter generated by the exploding Mentos trick that brought new fame to that B-rate breath mint.

The big difference here is that the Mentos gag is grassroots, a cheap trick that hit the likes of YouTube.com and got Mentos an invaluable amount of free advertising. The Folgers campaign, on the other hand, came directly from top ad-maker Saatchi and Saatchi.

“We’re always looking for new ways to appeal to consumers and make connections. In this case we’re looking at twenty-somethings, and in looking at where they’re receptive it’s really in some non-traditional vehicles,” said Maureen Kain Cacossa of Saatchi and Saatchi.

Folgers' parent company Proctor and Gamble reports that the ad campaign has been positive.

“It landed on YouTube.com and we know to date that it’s generated hundreds of thousands of viewings between YouTube and their consumer-generated Web sites,” said Cacossa.

And, no complaints about the yellow folks’ slightly off-color remarks.

“It’s really right on, spot on what Folgers has been standing for all along,” said Cacossa.

You could say it’s no different from the usual java jingle, just a new viral venture. But, for straight-laced Proctor and Gamble, it’s a definite departure and could signal something fresh brewing for its brands.

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