Folgers has unveiled a fresh take on its legendary coffee jingle, introducing a new campaign that blends the classic tune with famous wake-up songs from different eras and styles. The goal is to connect better with a wider range of coffee drinkers, including younger audiences who might not be familiar with the nearly 180-year-old brand’s advertising legacy.
The campaign is centered around a musical spot titled “The Best Part of Wakin’ Up,” directed by Calmatic. The new ad mixes the Folgers jingle with hits like “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 in the medley is performed by characters as they start their day—ranging from a dad corralling his kids in the car, to a woman headbanging as her coffee brews, even to a busy chef singing the jingle in a kitchen.
The campaign has been rolled out across several platforms, including connected TV, online video, and social media apps like TikTok, Meta, and Pinterest. This approach reflects Folgers’ aim to reach audiences where they now spend most of their time and to reposition itself as more than just a morning coffee staple. The brand wants to show that “waking up” is about more than getting out of bed; it’s about being present and ready for anything that comes your way, anytime during the day.
Folgers’ parent company, J.M. Smucker, has been working to modernize its coffee offerings and strengthen its image in the face of growing specialty coffee trends. The company has seen a steady increase in sales, even as competition ramps up from high-end coffee machines and boutique blends. The new marketing effort is part of broader brand investments, responding to a coffee market that’s more crowded and dynamic than ever before.
This isn’t the first time a brand has reworked a classic jingle to reach a fresh audience. Other major brands like CeraVe and Maybelline have also updated their well-known advertising tunes, with positive responses from consumers on social platforms. In bringing back its famous jingle with a modern twist, Folgers hopes to remind people why the melody remains a beloved part of American coffee culture.
