How do you take an iconic brand, such as Folgers,
and introduce it to Millennials while maintaining its heritage?
That was the challenge for the Folgers Reimagination project. We set out to help the next generation of coffee drinkers wake up and smell the Folgers by building upon its legacy and unearthing some story and depth about the brand. We did this by updating their design to meet their target, recasting their typical coffee drinkers, and creating content that lured Millennials out of the coffee houses and back into their kitchen.
We updated their photography with a custom shoot, redesigned their website, and added story-driven content about the Folgers brand; which included an interactive timeline of the brand's history, where they roast, and information about the farmers that source their beans.
We created a set of rich imedia to introduce new ways to brew Folgers coffee, which lead to a series of all new YouTube How-to videos.
