Well the Doc opened up the old mailbag today and here’s what poured out.
Dear Dr. Ads,
So there I was, minding my own business and watching TV, when this Folgers commercial featuring Joan Jett’s “Bad Reputation” crashed onto my television screen.
Here’s what MediaPost’s Steve Ellwanger reported about the new campaign.
Folgers Doesn’t Give A Damn That It’s ‘Your Grandma’s’ Coffee
J.M. Smucker Co. says it doesn’t give a damn about the reputation of Folgers as “your grandma’s coffee”—although it would like to engage more with younger consumers.
Hence a campaign that’s a blend of rebellion—as voiced by rock music icon Joan Jett—and a paean to Folgers’ New Orleans roots, as the 170-year-old brand reintroduces itself.
To say the 1993 “Bad Reputation” hit by Joan Jett & The Blackhearts is a far cry from Folgers’ 1980’s era jingle and tagline, “The best part of wakin’ up is Folgers in your cup,” is a major understatement.
What’s the deal, Doc? Why would Folgers Jett-ison its longtime campaign?
First off, the Doc always thought that the best part of waking up was . . . waking up. Especially at our age.
Second, everyone needs to listen to Joan Jett’s Bad Reputation in full.
Third, the MediaPost piece noted this: “A shorter spot titled “Not Your Grandma’s Coffee” includes the grandmother and a voiceover that says ‘Heck yeah we are [grandma’s coffee], and 35 million more with equally excellent taste.’ The 35 million is a reference to the number of annual Folgers drinkers, according to Publicis and PSOne chief creative officer Erica Roberts.”
So to recap: Folgers isn’t actually looking to dump grandma; the brand just wants to give a wake-up call to the grandkids.