The Research
As cafe prices rise, Gen Z are increasingly becoming at-home baristas but dismiss Folgers due to its legacy image as “grandma’s coffee”.
The Insight
Gen Z wants culturally relevant lifestyle brands, but no affordable coffee brand currently offers both modern identity and nostalgic comfort.
The Idea
Reframe Folgers’ legacy as a nostalgic, aesthetic, and identity driven at-home ritual, positioning it as the affordable lifestyle coffee brand.
Folgers Brand Refresh
Gen Z wants modern lifestyle brands that reflect who they’re becoming, but they’re also drawn to nostalgic cues that remind them where they came from. Yet most coffee brands force them to choose between the two.
What if Folgers didn’t feel like your grandparents’ coffee, but like a version of you you’d actually want to become?
Introducing: Love in Every Sip
Final Presentation