Se per le nuove generazioni Folgers è “il caffè della nonna”, il brand lancia una campagna volta a rinnovare le sue credenziali nel mondo del caffè e a sfatare la sua ‘cattiva reputazione’.
Lo fa con la canzone “Bad Reputation” di Joan Jett e un tributo alle sue origini di New Orleans. L’agenzia è PSOne (Publicis Groupe), la regia di JJ Augustavo per la casa di produzione M ss ng P eces.
«Abbiamo sentito dire dai consumatori “Folgers non fa per me” spiega Geoff Tanner, Chief Commercial and Marketing Officer di The JM Smucker Co. “In una categoria competitiva che ha abbandonato il brand e ha etichettato Folgers come il ‘caffè della nonna’, abbiamo voluto smuovere le cose affrontando apertamente eventuali percezioni errate negative e poi sfidarle ad alta voce e con orgoglio».
Credits:
Client: The J.M. Smucker Company
Brand: Folgers
Campaign Title: Bad Reputation
Agency: PSOne
Agency Location: New York
President, Groupe Client Lead: Gail Hollander
Chief Creative Officer: Erica Roberts
Creative Director, Art Director: Kim Davies
Creative Director, Copy Writer: Alanna Watson
Senior Art Director: Molly Prunka
Senior Copywriter: Blake Fromkin
Senior Designer: Zachary Collopy
Head of Production: Tim LeGallo
Executive Producer, VP: Lauren Schneidmuller
Producer: Sarah Ferrier
Senior Business Affairs Manager: Deanna Gattie
Group Account Director: Yuri Lee
VP/ Account Director: Jane Picarelli
Account Supervisor: Nia Bolling
Account Executive: Mike Daly
EVP / Strategy Director: Jennifer Baldwin
VP / Strategy Director: Allie O’Shea
Senior VP Consumer Marketing: Patricia Hallock
Senior VP Media Relations: Alan Danzis
VP Consumer Practice: Jamie Sylves
Senior Account Supervisor Consumer Practice: Alyssa Pluchino
Senior Account Supervisor Consumer Practice: Patrick Durkin
Senior Account Supervisor Digital: Cadence Ely-Mooney
VP Project Management: Alex Orson
Manager, Project Management: Kristin Ramcharan
Social strategy Director: Tristen Sechi
Senior Social Strategist: Mariela Portillo
Social Strategist: Teylor Perks
Talent Producer Company: BCL Entertainment
Founder & CEO: Bettie Levy
Talent: Trombone Shorty
Production Company: M ss ng P eces
Director: JJ Augustavo
Director of Photography: Mego Lin
Still Photographer: Erik Ian Schaetzke
Managing Partner: Brian Latt
Head of Production: Rebecca Davis
Producer: Paige DeMarco
Editorial & Post Production Company: Harbor Picture Company
Editor: Marc Lagana
Editor: Mark Harrington
Associate Editor: Brooke Flowers
Executive Creative Director: Chris Hellman
Executive Producer: Jesse Schwartz
Senior Post Producer: Rachael Rosenfeld
Senior Graphic Artist: David Soto
Creative Director VFX: Andrew Granelli
Flame Assistants: Pete DeAndrea & Jacob Robinson
Supervising Producer VFX & Color: Jody Peters
Colorist: Joe Gawler
Color Assistant: Scarlett Thiele
Producer: Katherine Andrews
Senior Audio Mixer: Steve Perski
Audio Mixer: Brian Battersby
Sound Designer: Grant Elder
Producer: Cammie Mcgarry
Music Company: Human
Creative Lead & Music Editing: Mike Jurasits
Executive Producer: James Dean Wells
Arrangers: Daryl Pindsdorf & James Leibow
Licensed Music Track: “Bad Reputation”
Artist: Joan Jett and the Blackhearts
Courtesy of Blackheart Records Group, Inc.
