The scent of coffee, particularly in the morning, is a powerful trigger for memories, feelings of comfort, and anticipation for the day ahead. For generations of Americans, that scent has often been associated with Folgers coffee. But more than just the aroma, it’s the enduring Folgers slogan that has cemented the brand into the collective consciousness: “The Best Part of Wakin’ Up Is Folgers In Your Cup.” But who exactly is responsible for this iconic phrase? The answer, like a perfectly brewed cup of coffee, is more nuanced than it appears.
The Folgers Legacy: From San Francisco to American Breakfast Tables
To truly understand the story behind the slogan, we need to delve into the history of Folgers itself. The story begins not in the boardrooms of a multinational corporation, but in the bustling streets of Gold Rush-era San Francisco.
James Folger and the Birth of a Coffee Empire
In 1850, a young James Folger arrived in San Francisco seeking his fortune. He initially worked for a coffee and spice company, but he quickly recognized an opportunity. Miners, exhausted and longing for a taste of home, craved coffee. Folger saw the potential to provide them with a consistent, high-quality product. He eventually bought out the company, establishing what would become J.A. Folger & Co., and building a coffee empire.
Expansion and Innovation: Brewing Success
Throughout the late 19th and early 20th centuries, Folgers expanded its operations, becoming a dominant force in the West Coast coffee market. The company was innovative in its marketing, utilizing print advertising and building a reputation for quality and consistency. They were early adopters of vacuum-packed coffee, which helped preserve freshness and extended shelf life. This commitment to quality and freshness was crucial to their success.
Procter & Gamble Acquisition: A New Chapter
In 1963, a pivotal moment occurred in Folgers’ history: the acquisition by Procter & Gamble (P&G). This marked a new era for the brand, one characterized by increased marketing power, broader distribution, and the development of groundbreaking advertising campaigns. P&G’s marketing expertise would play a crucial role in solidifying Folgers’ position as a national brand, including the development and popularization of its most famous slogan.
The Birth of an Icon: “The Best Part of Wakin’ Up Is Folgers In Your Cup”
While Folgers had enjoyed considerable success before the P&G acquisition, the slogan “The Best Part of Wakin’ Up Is Folgers In Your Cup” propelled it to new heights of brand recognition and cultural relevance. Understanding its creation requires looking at the collaborative efforts of talented advertising professionals.
The 1980s Advertising Landscape: Creating Emotional Connections
The 1980s were a golden age for advertising. Agencies were focused on crafting emotionally resonant campaigns that connected with consumers on a deeper level. Television commercials were becoming increasingly sophisticated, utilizing storytelling, jingles, and memorable characters to capture attention.
RBS and the Slogan’s Origins: A Team Effort
The advertising agency behind the “Best Part of Wakin’ Up” campaign was Randall Bearings Systems (RBS). While pinpointing a single individual responsible for the entire slogan is difficult, and often impossible in collaborative creative endeavors, it’s generally accepted that the concept emerged from a brainstorming session involving several members of the RBS team. It’s crucial to understand that advertising slogans are rarely the product of a single flash of inspiration. They are typically the result of rigorous testing, refinement, and collaboration between copywriters, art directors, and account executives.
Key Figures Involved in the Campaign
While the specific names of all contributors are not definitively documented in publicly accessible records, some key individuals at RBS likely played a significant role in the campaign’s development. These include:
- Copywriters: Responsible for crafting the actual words of the slogan and the overall narrative of the commercials.
- Art Directors: Responsible for the visual aspects of the campaign, including the set design, cinematography, and overall aesthetic.
- Account Executives: Responsible for managing the client relationship and ensuring that the campaign aligned with Folgers’ marketing objectives.
The Search for the Perfect Phrase: Capturing the Essence of Folgers
The goal was to create a slogan that captured the essence of the Folgers experience: the comforting aroma, the rich taste, and the feeling of starting the day off right. They wanted a phrase that was both memorable and relatable, something that would resonate with a broad audience. They explored various options, testing different words and phrases to see which ones evoked the strongest emotional response.
The Jingle: Elevating the Slogan to New Heights
The “Best Part of Wakin’ Up” slogan was not just a tagline; it was also set to a catchy jingle that became instantly recognizable. This jingle, often sung by families in the commercials, further cemented the slogan’s place in popular culture. The jingle’s simple melody and relatable lyrics made it easy to remember and sing along to, reinforcing the positive association with Folgers coffee.
The Enduring Power of “The Best Part of Wakin’ Up”
The success of the “Best Part of Wakin’ Up” campaign is undeniable. It ran for decades, becoming one of the most recognizable and enduring advertising slogans in history. But what exactly made it so effective?
Emotional Resonance: Connecting with Consumers on a Personal Level
The slogan tapped into a universal human experience: the desire for comfort, routine, and a positive start to the day. By associating Folgers coffee with this feeling, the advertising created a powerful emotional connection with consumers. It wasn’t just about selling coffee; it was about selling a feeling, a sense of well-being.
Relatability: Reflecting Everyday Life
The commercials often depicted relatable family scenes, further reinforcing the idea that Folgers was a part of everyday life. The images of families enjoying coffee together in the morning created a sense of warmth and nostalgia, making the brand feel familiar and trustworthy.
Simplicity and Memorability: A Slogan That Sticks
The slogan itself is simple, concise, and easy to remember. Its rhythmic structure and positive message made it highly effective at capturing attention and staying in the minds of consumers.
Longevity: A Testament to Its Effectiveness
The fact that the “Best Part of Wakin’ Up” campaign ran for so many years is a testament to its effectiveness. It consistently delivered results for Folgers, helping the brand maintain its position as a market leader. Even today, years after the campaign has ended, many people still associate Folgers with the famous slogan.
Beyond the Slogan: Folgers in the 21st Century
While the “Best Part of Wakin’ Up” campaign may be a thing of the past, Folgers continues to be a major player in the coffee market. The brand has adapted to changing consumer preferences, offering a variety of blends, roasts, and formats, including single-serve coffee pods.
Adapting to Changing Tastes: New Products and Formats
Folgers recognizes that consumers today have more choices than ever before. They have responded by introducing new products and formats designed to meet the evolving needs of coffee drinkers. This includes offering a wider range of blends, from mild to bold, as well as different roasting levels.
Digital Marketing: Reaching Consumers Online
In addition to traditional advertising, Folgers is also investing in digital marketing to reach consumers online. This includes social media campaigns, online video advertising, and partnerships with influencers. They understand that consumers are spending more and more time online, and they need to be present where their customers are.
Maintaining the Legacy: Quality and Consistency
Despite the changing landscape of the coffee market, Folgers remains committed to its core values: quality and consistency. They continue to source high-quality beans and use state-of-the-art roasting techniques to ensure that every cup of Folgers delivers the same satisfying taste that consumers have come to expect. This commitment to quality is essential for maintaining the brand’s legacy and attracting new generations of coffee drinkers.
The Enduring Association: “The Best Part of Wakin’ Up” Still Resonates
Even though the “Best Part of Wakin’ Up” campaign is no longer running, the slogan continues to be associated with Folgers in the minds of many consumers. It’s a testament to the power of effective advertising and the enduring impact of a well-crafted slogan. The phrase has become so ingrained in popular culture that it is often used in everyday conversation, even by people who don’t necessarily drink Folgers coffee.
Conclusion: A Legacy Brewed by Many
So, while we may not be able to definitively point to one single person who “came up with” the Folgers slogan “The Best Part of Wakin’ Up Is Folgers In Your Cup,” we can appreciate the collaborative effort of the advertising professionals at RBS who crafted this iconic phrase. The slogan, combined with its memorable jingle, became a cultural phenomenon, solidifying Folgers’ place in American homes and hearts for generations. The story is a reminder that great advertising is often the result of teamwork, creativity, and a deep understanding of the consumer experience. Ultimately, the enduring success of the slogan is a testament to its ability to capture the essence of Folgers coffee and connect with consumers on an emotional level, making it truly “the best part of wakin’ up” for countless Americans.
What is the origin of the “The best part of waking up is Folgers in your cup” slogan?
The iconic “The best part of waking up is Folgers in your cup” slogan was created in 1984 by the advertising agency Fallon McElligott. They were tasked with revitalizing the Folgers brand, which, while still popular, was facing increasing competition and needed a fresh, relatable message. The goal was to capture the comforting and positive association consumers had with their morning coffee ritual, particularly the aroma and taste of Folgers.
The slogan’s success stemmed from its simplicity and emotional resonance. It tapped into the everyday experience of millions of Americans who started their day with a cup of coffee. The jingle, initially sung a cappella, further solidified its place in popular culture. Its memorable melody and catchy lyrics made it instantly recognizable and easy to recall, contributing significantly to Folgers’ continued market dominance.
Who was Linda Harmon, and what was her role in the Folgers commercials?
Linda Harmon was the actress who portrayed “Mrs. Olson,” the friendly and reassuring neighbor who delivered Folgers coffee to families in need of a morning pick-me-up. She embodied the warmth and community spirit that Folgers wanted to associate with its brand. Her character became a beloved figure in American households, representing a sense of neighborly kindness and the comforting ritual of sharing coffee.
Harmon played Mrs. Olson for over two decades, from 1965 to 1985, becoming synonymous with the Folgers brand. Her comforting presence and helpful advice made her a trusted figure, and her endorsement of Folgers carried considerable weight with consumers. While other actors portrayed the Mrs. Olson character before and after her, Harmon’s tenure remains the most recognizable and impactful.
Why was the “Mrs. Olson” character considered so effective in Folgers advertising?
The “Mrs. Olson” character resonated strongly with viewers because she represented an idealized version of a friendly, helpful neighbor. In a time when community ties were valued, Mrs. Olson offered a sense of connection and support, providing a small act of kindness in the form of a can of Folgers. This portrayed Folgers not just as a coffee brand, but as a symbol of warmth and neighborly care.
Her down-to-earth demeanor and genuine concern for her neighbors made her relatable and trustworthy. Consumers saw her as an ordinary person offering a practical solution to a common problem – the need for a good cup of coffee to start the day. This authenticity, combined with the comforting aroma of coffee depicted in the commercials, created a powerful association between Folgers and positive emotions, contributing significantly to its long-term success.
How did the “Peter Comes Home” Folgers commercial impact the brand’s image?
The “Peter Comes Home” commercial, which aired in 1986, was a departure from Folgers’ traditional advertising. It depicted a young man, Peter, returning home for Christmas and being greeted by his younger sister, who hints at his sexuality to their mother. The commercial was groundbreaking for its subtle inclusion of a potentially gay character in a mainstream advertisement.
While the commercial was praised by some for its progressive representation and heartwarming portrayal of family acceptance, it also faced criticism and boycott threats from conservative groups. Despite the controversy, “Peter Comes Home” generated significant media attention and sparked a national conversation about representation in advertising. This ultimately helped Folgers appeal to a wider audience and solidify its image as a brand that was willing to take risks and reflect contemporary social values.
What were some of the challenges Folgers faced in maintaining its market share?
Folgers faced increasing competition from other coffee brands, particularly those offering specialty and premium coffees. As consumers became more discerning and developed a taste for higher-quality coffee beans and brewing methods, Folgers had to adapt its product offerings and marketing strategies to remain relevant. The rise of coffee chains like Starbucks also challenged Folgers’ dominance by offering a different coffee-drinking experience.
Another challenge was the changing demographics of the American population. Younger generations, in particular, were less likely to be loyal to traditional brands and more open to trying new and innovative products. Folgers had to find ways to appeal to these younger consumers while still maintaining its core customer base. This required a delicate balance of tradition and innovation in its product development and marketing efforts.
How did the Folgers jingle evolve over time?
The initial Folgers jingle, created in 1984, was a simple a cappella rendition sung by a single voice. Over time, the jingle evolved to incorporate more instrumental arrangements and multiple vocalists, reflecting changing musical trends and advertising styles. Different versions of the jingle were created to suit various commercial formats and target audiences.
Despite these variations, the core melody and lyrics of the jingle remained largely consistent, ensuring that it remained instantly recognizable to consumers. The jingle’s enduring popularity is a testament to its effectiveness in associating Folgers with positive emotions and the comforting ritual of waking up to a cup of coffee. It has become an integral part of the brand’s identity and a cultural touchstone for generations of Americans.
What is the legacy of Folgers’ advertising campaigns?
Folgers’ advertising campaigns, particularly those featuring Mrs. Olson and the iconic jingle, have left a lasting impact on American culture and advertising history. They demonstrate the power of emotional connection and relatable storytelling in building brand loyalty and creating a lasting impression on consumers. The “best part of waking up” slogan is one of the most recognizable and enduring advertising slogans of all time.
The success of Folgers’ advertising lies in its ability to tap into the everyday experiences and emotions of its target audience. By portraying Folgers as more than just a coffee brand, but as a symbol of warmth, comfort, and community, the company created a powerful and enduring association with its product. These campaigns serve as a case study in effective branding and the importance of understanding consumer values and aspirations.