Folgers' new instant shoots from the hip

Kramer, Louise
November 1999
Advertising Age;11/15/1999, Vol. 70 Issue 47, p4
Trade Publication
This article focuses on the advertising campaign launched by Procter & Gamble Co. for its Folgers Cafe Latte product. As part of a number of moves to add contemporary appeal to its main coffee franchise, the marketer has unveiled a market test of the product. Procter is also tweaking Folgers advertising to draw in younger consumers and updates a campaign that made its debut in 1985. The estimated $50 million account is housed at D'Arcy Masius Benton & Bowles. The Cafe Latte product was inspired by the popularity of coffee drinks sold at cafes. It is targeted to appeal to young consumers who have been introduced to the latte-drinking phenomenon in cafes.


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