Dive Brief:
- J.M. Smucker coffee brand Folgers is reimagining its jingle for new generations in audio-centric creative intended to change the way consumers think about waking up in the mornings, according to information shared with Marketing Dive.
- The new jingle combines seven different “wake up” songs from different decades and genres. It is introduced via a new musical-inspired spot directed by Calmatic titled “The Best Part of Wakin’ Up.”
- The effort, which was created by PSOne and led creatively by BBH USA, will run across multiple channels including national CTV, online video, social media and Spotify audio placements.
Dive Insight:
Folgers is looking to cross the generational divide via a remix of its iconic jingle as part of creative meant to embody what “waking up” means to different people. It arrives at a time when coffee prices have been increasing even as more consumers embrace high-end espresso machines and specialty blends.
The effort combines the brand’s signature jingle with hit songs from different decades to keep the brand relevant across consumer groups. The jingle is mixed with “1st of tha Month” by Bone Thugs-N-Harmony, “Bring Me To Life” by Evanescence, “Gives You Hell” by The-All American Rejects, “I Say a Little Prayer” by Aretha Franklin, “Wake Me Up” by Avicii, “What’s Up” by 4 Non Blondes and “Wake Up Little Susie” by The Everly Brothers.
Each song is sung by someone getting ready in the morning, such as a dad singing “Wake Me Up” as his kids fight in the car or a woman headbanging to “Bring Me To Life” as she brews a mug of Folgers in a Keurig.
J.M. Smucker has attempted to modernize many of its brands, including Folgers, in recent years. The coffee brand has had a bit of an image problem, with many consumers seeing the 175 year-old brand as out-of-date and popular with older generations. The brand in 2022 looked to reposition itself to capitalize on the increasing number of consumers who brew coffee at home to adjust for pandemic restrictions.
However, the brand is still fighting an uphill battle. Specialty coffee has grown more popular in the last few years, hitting a 14-year high in 2025. Platforms such as TikTok has expanded consumers' coffee knowledge significantly, causing many consumers to embrace sophisticated at-home machines and specialty blends. Folgers, like other coffee brands, has been steadily increasing prices over the past year, citing tariffs as a major factor.
J.M. Smucker’s saw fiscal Q2 2026 revenue of $2.33 billion, a 2.59% year-over-year increase. The company has been increasing its marketing investments and are expected to equal approximately 5.5% of net sales, according to a November earnings call.
