The best part of waking up is Folgers in your cup!” is Folgers’ well-known slogan. The line, usually associated with the well-known Folgers jingle, with lyrics by Susan Spiegel Solovay and Bill Vernick and music composed by Leslie Pearl, is featured in almost every advertisement since the mid-1980s. Throughout the years, the jingle has been rearranged and performed by many famous musicians including Randy Travis, Aretha Franklin and Rockapella.
Folgers was known for many years for television advertising, with one of its best-known campaigns (prior to the “best part of waking up” jingle) involving “Mrs. Olson,” a Swedish neighbor to many of the campaign’s other characters, who invariably recommended a cup of Folgers coffee as a solution to all of their problems. She also invariably reminded her listeners that Folgers was “mountain grown, the richest kind of coffee.” Actress Virginia Christine portrayed Mrs. Olson in television advertisements from 1965 to 1986.
Another famous advertising campaign from the 1970s and 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!”
One particular Folgers television commercial has become ubiquitous during the Christmas holidays. In the commercial, a student named Peter returns home from college, and the smell of freshly brewed coffee awakens his parents and alerts them to their son’s return. This commercial, from the agency Cunningham & Walsh, has aired on and off since 1986
In the mid 1980s through the early 1990s, Folgers advertised in the ever expanding NASCAR racing series in the United States. This was notable because Folgers was the first NASCAR sponsor to not be affiliated with an automotive, tobacco, or beer company. After a trial season with the Joe Ruttman driven, Larry McClure owned Chevrolet in 1985, Folgers expanded sponsorships with high profile race teams and popular drivers such as Tim Richmond, Benny Parsons and Ken Schrader. These cars were owned by country music singer T.G. Sheppard and by Rick Hendrick. In 1990, the Jack Roush-owned, Folgers-sponsored, Mark Martin driven-Ford Thunderbird missed a championship by 26 points.
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 cheerful singers and dancers appear at sunrise as the sun itself to wake people up, has been widely distributed on weblogs and video sites such as YouTube