Observed Signal · Feb 17, 2026 · Brand & Market Positioning · Source: Adweek · Impact: 1/5 · Sentiment: Positive
Folgers Revamps Classic Jingle for a New Generation
Folgers has reworked its long‑standing advertising jingle into a medley of well‑known “wake up” songs as part of a creative repositioning aimed at younger audiences. The 179‑year‑old brand enlisted creative firms PSOne and BBH USA to reinvent its heritage while retaining the famous line, “The best part of wakin’ up is Folgers in your cup.” The campaign expands the concept of “waking up” from literal mornings to broader ideas of presence and engagement at any time of day, seeking to refresh recognition of the brand and modernize its messaging.
Creative campaign from a legacy consumer brand; relevant for marketing/brand positioning but does not materially affect AdTech infrastructure, standards, or broader industry dynamics.
Track Meta Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Folgers reworked its famous jingle into a medley of well‑known tracks about waking up.
- Folgers retained the signature line: “The best part of wakin’ up is Folgers in your cup.”
- The brand engaged creative partners PSOne and BBH USA to reinvent its heritage.
- Folgers is described as a 179‑year‑old brand.
- The campaign reframes “waking up” to mean presence and engagement beyond morning routines.
Connected Companies & Entities
6 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Migros Café Royal Campaign Focuses on Coffee Moments
Swiss retailer Migros is repositioning its private-label coffee brand Café Royal with a new campaign developed by Zurich agency Morning. The creative centers on the emotional experience of drinking good coffee, emphasizing the small breaks it provides from daily routines. The campaign's core consists of two film spots with original soundtracks, adapted for TV and online in various versions. The music, including a reinterpretation of Camille Yarbrough's song "Take yo' praise" with Great Garbo and Vivaldi's "Four Seasons," is designed to convey the transition from everyday moments to indulgence. In addition to films, the campaign uses posters, digital out-of-home (DOOH), and static and animated online formats.
Creative Campaigns Shine: From Goldfish Games to Folgers Jingles
Adweek highlights seven recent brand campaigns that reframe familiar assets and moments. Goldfish and Campbell’s teamed up on "Campbell’s x Goldfish Games," reimagining classic family games for the Winter Olympics; Folgers released a "Wake Up Anthem" that remixes its jingle with decades of morning songs; LinkedIn launched a more humorous work-focused campaign; Jack in the Box framed the Hot Mess Burger return as a 75th-anniversary "comeback tour" with pop-ups; StreetEasy marked its 20th anniversary with photography celebrating longtime New Yorkers; NIOD’s campaign dramatized city pollution in a viral-routine format; and Kit Kat’s close-up spot, "One Incredible Break," was named Adweek’s Most Effective Ad of the Week, performing 209% above average and airing 96 times Feb. 11–17.
Ahoj-Brause Reworks PPAP Meme into Social-First Jingle
Ahoj-Brause and Berlin agency Ozmoze have launched a social-first advertising campaign that adapts the 2016 viral song "Pen-Pineapple-Apple-Pen" (PPAP) into a jingle promoting a new product, the "Ahoj-Brausefinger." The campaign includes a 30-second music video, behind-the-scenes and dance clips, and cutdowns optimized for short-form platforms; the sound is made available for user-generated content. Ozmoze handled creative concept, script, production and post-production. The campaign features content creator Xhem and leans into nostalgia for 2016 while prioritizing sound as a core part of the TikTok-era creative.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.