Folgers

Folgers Coffee is a major brand of coffee in the US, part of the food and beverage division of Procter & Gamble.

Contents

1 Company history
2 The coffee
3 Advertising the brand
4 The Folger Building
5 Media

Company history

The Folger Coffee Company was founded by J. A. Folger in San Francisco, California in the 19th century. James came to San Francisco from Nantucket Island during the California Gold Rush. Under the mid-20th century leadership of his great-grandson, Peter Folger (the father of murder victim Abigail Folger), it became one of the largest coffee concerns in North America, which has traditionally been the largest market for coffee in the world. P&G acquired the company in 1963.

The coffee

In America and Canada, there are 9 flavours of Folgers coffee (Not Including Decaf Versions): Classic Roast, Gourmet Supreme, Hazelnut, French Vanilla, Chocolate Silk, Cinnamon, Simply Smooth, Mountain Roast and 100% Colombian.

Advertising the brand

"The best part of waking up is Folger's in your cup!" is Folgers' well known slogan.

Folgers was known for many years for television advertising, with one of its best-known campaigns involving "Mrs. Olson (Olsen)", a Swedish neighbour to many of the campaign's other characters, who invariably recommended a cup of Folgers coffee as a solution to all of their (minor) problems. She also invariably reminded her listeners that Folgers was "mountain grown, the richest kind of coffee"; those familiar with coffee production know that the vast majority of all of the world's coffee is grown at relatively high altitudes, because this is the most reasonable location to receive the climate coffee needs to thrive#redirect . Actress Virginia Christine portrayed Mrs. Olson in television advertisements from 1965 to 1986.

Another famous advertising campaign from the early 1980s took the viewer inside various gourmet restaurants as a voice-over whispered, "We are here at (insert name of four-star restaurant), where we've secretly replaced the fine coffee they usually serve with Folgers Crystals. Let's see if anyone can tell the difference!" Of course, no one ever did.

In 2006, the advertising agency Saatchi & Saatchi created a viral advertisement, popularly known as "Happy Mornings," for Folgers. The ad, in which a large group of impossibly cheerful singers and dancers appear at sunrise to wake people up, has been widely distributed on weblogs and video sites such as YouTube.

The Folger Building

The brick, five-story Folger Building at 101 Harrison in San Francisco, California was the former headquarters of Folgers. It still has a sign saying "The Folgers Coffee Company" on the corner. The Wharton Business School has its California office there.

Media

Procter & Gamble Co.

Annual Revenue: .4 billion USD ( 10% FY 2005) | Employees: 110,000 | Stock Symbol: NYSE: [PG] | Website: [www.pg.com]

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