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ORRVILLE, Ohio – Folgers Coffee is attempting to recapture cultural relevance with a reimagining of its iconic “Best Part of Wakin’ Up” jingle, weaving it into a medley of popular songs about mornings in a modern advertising campaign launched this week. The 179-year-old brand, owned by The J.M. Smucker Co., partnered with Publicis Groupe’s PSOne and BBH USA to update the jingle, hoping to move beyond its traditional association with simply brewing a cup of coffee.
The campaign centers around a 60-second film directed by Calmatic through Prettybird, which showcases a diverse group of people experiencing various morning routines, all soundtracked by the remixed jingle and hit songs. Scenes include a woman receiving coffee in bed as The Everly Brothers’ “Wake Up Little Susie” plays, a woman rocking out to Evanescence’s “Bring Me to Life” while her coffee brews, and a father singing along to Avicii’s “Wake Me Up” during a chaotic car ride. Other vignettes feature a dog walker, a laundromat patron, and a woman getting ready for her day, each accompanied by a different wake-up anthem.
“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,” said Emily Lucci, vice president of marketing at The J.M. Smucker Co., in a statement. The campaign aims to broaden the concept of “waking up” beyond the literal act of rising from bed, to encompass being present and engaged throughout the day.
The effort comes as Folgers seeks to connect with a younger audience, utilizing platforms like TikTok, Meta, and Pinterest alongside traditional channels like CTV and online video on Amazon Prime Video, YouTube, and Zeta. According to Yohan Daver, group creative director of BBH USA, the goal wasn’t to replace the jingle, but to “remind people why it matters.”
Folgers’ move to revitalize its jingle is part of a broader trend in advertising, with brands increasingly looking to update familiar themes to resonate with contemporary audiences. L’Oréal-owned CeraVe recently embraced a meme-ified version of its “Hey It’s Me” jingle, remixing it and collaborating with influencers. Maybelline New York enlisted Miley Cyrus to transform its “Maybe it’s Maybelline” slogan into a full song. Fanta also reimagined its early-2000s earworm, “Wanta Fanta,” with a new ensemble of singers.
BBH USA has a history of working with The J.M. Smucker Company through the PSOne agency, a bespoke unit within Publicis Groupe. Erica Roberts, chief creative officer of BBH USA, previously served as executive creative director for PSOne, where she led campaigns including “Jif vs. Gif” and the Lil Jif Project’s #JifRapChallenge. PSOne leverages the Power of One model, integrating media, experience design, strategy, data, and public relations with creative execution.