Folgers Remixes Its Iconic Jingle With 7 Wake-Up Songs From Different Eras

Folgers Coffee has remixed its signature jingle into a multi-genre anthem that combines seven iconic "wake up" songs from different decades.

The work transforms the brand's iconic song, "The Best Part of Wakin' Up," into what it calls a "wake-up anthem" that spans generations and musical tastes.

The campaign was created by Publicis-owned PSOne and led creatively by BBH USA.

The new creative is also supported by a musical spot directed by filmmaker Calmatic that will run across national CTV, online video, social media, and Spotify audio placements.

The effort represents Folgers' push to modernize its brand perception as specialty coffee reaches a 14-year high.

It also aims to address how platforms like TikTok have popularized videos showing sophisticated brewing methods.

Seven Songs, One Cohesive Message

The remix incorporates tracks spanning multiple decades, including Bone Thugs-N-Harmony's "1st of tha Month," Evanescence's "Bring Me to Life," and Aretha Franklin's "I Say a Little Prayer."

Additional songs include The All-American Rejects' "Gives You Hell," Avicii's "Wake Me Up," 4 Non Blondes' "What's Up," and The Everly Brothers' "Wake Up Little Susie."

The custom-composed medley aligns tempo, key, and tone to create what the brand calls a modern, ownable musical moment.

Each song appears in different morning scenarios, from parents dealing with chaotic car rides to individuals brewing coffee while headbanging to rock anthems.

"Folgers already owned one of the most recognizable jingles in advertising," Yohan Daver, Group Creative Director at BBH USA, said in a statement.

"Our job wasn't to replace it. It was to remind people why it matters."

Folgers' Fight for Cultural Relevance

The campaign addresses Folgers' image challenges as consumers increasingly embrace specialty coffee and high-end brewing equipment.

In response, Folgers has ramped up social media content targeting Gen Z audiences, using platforms like TikTok and Instagram to showcase the brand in contemporary contexts.

Emily Lucci, VP of Marketing at parent company The J.M. Smucker Company, frames the campaign as part of Folgers' broader evolution beyond traditional coffee moments:

"For more than 175 years, Folgers has been part of how America wakes up. But our brand is about more than coffee — it's about the moments that shape our day.

"By reimagining our iconic jingle, we're reclaiming Folgers' authority around 'waking up' in a way that feels modern, meaningful, and true to who we are," she explained.

The brand has faced an uphill battle as specialty coffee popularity continues growing, while tariffs drive up coffee prices across the industry.

J.M. Smucker reported Q2 2026 revenue of $2.33 billion, up 2.59% year-over-year, with marketing investments expected to reach 5.5% of net sales.

The jingle remix strategy reflects industry recognition that coffee consumption has expanded beyond traditional morning routines to include afternoon iced drinks and evening treats.

Key steps for heritage brands targeting younger demographics include:

• Modernizing signature assets: Update iconic brand elements without losing their recognizable qualities.
• Crossing generational appeal: Use cultural touchstones that resonate across different age groups and music preferences.
• Focusing on cultural impact: Prioritize brand conversation and relevance alongside traditional sales metrics.

Older brands have to walk a fine line between honoring their history and staying relevant, particularly when flashier newcomers are getting attention.

Our Take: Can a Jingle Remix Solve Folgers' Generational Gap?

I think the multi-song approach is clever because it acknowledges that different generations have different musical touchstones while keeping the core Folgers melody intact.

I also believe the campaign does well at addressing a real challenge.

Younger consumers view Folgers, a cheaper supermarket brand, as outdated, while specialty coffee brands are currently capturing cultural attention and social media engagement.

I think the ultimate test will be whether this creative translates to actual behavior change among consumers who have moved toward premium coffee experiences.

The focus on cultural impact over immediate sales suggests that Folgers understands this is a long-term brand repositioning effort requiring sustained creative consistency.

In other news, Starbucks unveiled a three-tier loyalty program that offers faster earning rates and exclusive experiences for higher-tier members.

Heritage brands modernizing signature campaigns need agencies that understand both nostalgia marketing and contemporary cultural trends.

Explore the top creative agencies in our directory.