Folgers Coffee
Out of Home & Print Campaign
Group Members: Annie Castro, Charlotte Hassebrock, and Madison Horneber
My Role: Designer and Researcher
1
The Ask
The client asked us to increase sales of a product and find a new use for it that appealed to our particular niche audience, in this case, 56 plus church going adults.
2
Research
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Religious organizations associate gardening with a spiritual connection, especially in older generations of adults who are be retired and are in need of something to do in their free time.
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Relationship between enjoying gardening and an older age group, however, not many people in the age group are willing to try new hobbies unless they are given the tools to succeed. So we are giving them the tools, with seeds and a planter!​
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​From our research and class discussions it was clear that Folgers had a history of being an “everyman brand” and that Folgers connects to a broad audience through its rustic style of branding and rich colors.
3
Creative Concepts
We used the idea of "Make it Game" from the Deck of Brilliance.​
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Attention grabbing and invites a continued purchase which connects again to that big idea of nurturing a tradition, now being Folgers Classic Roast.
Billboard
Transit
Magazine
