First Dunkin’ Donuts, Now Folgers

An iconic coffee brand is messing with their formula, according to the New York Times.

Traditional coffee, the kind that is usually scooped out of bulky metal containers with black plastic tablespoons, is not known for pleasing coffee snobs.
Folgers is hoping to get its own customers to try a premium blend of coffee. But one of those traditional coffee brands is tiptoeing into the upscale shelf space this week, aiming to attract a more mainstream consumer. Folgers is introducing a line of premium coffee with flavors like espresso roast and caramel drizzle, dressed up in shiny bags with swirly typefaces.

Something about this seems off to me. It’s as if Pabst Blue Ribbon all of a sudden offered a line extension in a green bottle.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.