Wake up with Folgers new campaign
Folgers re-composes its iconic jingle into a cross-genre wake-up anthem, directed by Calmatic.
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For more than 175 years, Folgers has been part of how America wakes up, a brand instantly recognised for its iconic red canister and legendary jingle.
But, over time, that familiarity narrowed Folgers' role to one moment: morning. And, in culture, the jingle has started to fade from memory. Now, America’s favourite coffee brand is reclaiming and expanding the idea of waking up, reintroducing its music to a new generation.
Created by PSOne and creatively led by BBH USA, the brand’s new campaign reclaims Folgers’ authority around “waking up”, not just as a daily ritual, but as a mindset and a cultural movement, through a bold musical reinvention of its most famous asset. The work transforms the brand’s iconic jingle into a cross-generational remix that bridges heritage and contemporary relevance.
The new spot directed by the award-winning Calmatic is anchored by a custom-composed musical medley that reasserts the brand’s place in today’s cultural conversation. It seamlessly blends the jingle along with seven iconic “wake up” songs, spanning genres and decades, into a single, cohesive track.
From the soul of I Say a Little Prayer and the rock of Bring Me To Life to the nostalgia of Wake Up Little Susie and the rhythm of 1st of Tha Month, the medley weaves these classics together with the legendary Folgers jingle. This isn’t just a mashup; it’s a re-composition that aligns tempo, key, and tone to create a modern, ownable musical moment.
Credits
View on- Agency BBH/Los Angeles
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- Director Chuck (Calmatic) Kidd II
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Credits
View on- Agency BBH/Los Angeles
- Director Chuck (Calmatic) Kidd II
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Credits
powered by- Agency BBH/Los Angeles
- Director Chuck (Calmatic) Kidd II
This campaign expands the meaning of “waking up” beyond just getting up, and beyond just morning. The modern twist on waking up means being present, engaged, and tuned in, no matter the time of day. By pairing the jingle with music audiences already love, Folgers proves it doesn't just belong in the past; it belongs in the current cultural conversation.
Emily Lucci, Vice President, Marketing, The J.M. Smucker Co. said: “For more than 175 years, Folgers has been part of how America wakes up. But our brand is about more than coffee, it’s about the moments that shape our day. By reimagining our iconic jingle, we’re reclaiming Folgers’ authority around “waking up” in a way that feels modern, meaningful, and true to who we are.”
Yohan Daver, Group Creative Director, BBH USA adds: “Folgers already owned one of the most recognisable jingles in advertising. Our job wasn’t to replace it; it was to remind people why it matters. By weaving the jingle through a medley of ‘wake-up’ songs spanning generations and genres, we helped it take its place among iconic wake-up anthems, turning something familiar into something fresh and unmistakably Folgers. Proving that Folgers is the Wake-Up brand.”
