May 31, 2011 | By Stan Mathew
What gets you up in the morning? For many American adults who lived in the late 80’s and early 90’s it was a cup of fresh brewed Folgers coffee. Last year Folgers celebrated 25 years of their jingle “The Best Part of Waking up is Folgers in Your Cup” which had become one of the most memorable and recognizable pieces of advertising in America, traditionally the largest market for coffee in the world. In honor of the silver celebration the company had encouraged young singers and musicians of the next generation to come up with a memorable contemporary rendition of the cult classic ad. Today in an age where Starbucks has nearly eradicated all competitors in the caffeine sector it is hard to think that people actually enjoyed waking up and brewing coffee from a can at home! Although Folgers has now become an irrelevant product of our past (except for traditional church coffee break times!) their advertising still remains the concept motivation behind consumer product development today. What can we make that gets a person up in the morning? What element of a person’s day can we exalt to the place of priority, purpose, and urgency? I often sit at my local Starbucks doing my work and see hundreds, nearly a thousand people, walk in like clockwork for their regular morning shot of brew. That’s marketing success at its best!