Folgers grabs gourmet label on anti-gourmet coffees
The latest for the coffee drinkers apart from Starbucks is the manifestation of traditional coffee brands driving towards gourmet transformations.
The new brand that has lined-up for the gourmet fame is the Procter & Gamble acquired Folgers coffee, which claims to have taken its classic coffees to a premium level delivering consumers roasted espresso and smooth caramel flavors. NY Times has reported that Folgers is going to get into the gourmet category with premium packaging, premium flavors and a $20 million advertising campaign created by the New York office of Saatchi & Saatchi, owned by the Publicis Groupe., scheduled to appear this September.
True to the report Folgers, stomach-friendly, Simply Smooth coffee did not catch up with its consumers and now it is trying to catch-up with the trend of packaging, flavors and advertising. Facts provide that Folgers is trying to merely 'catch-up' with the trend without any actual change in the product content.
It is clearly pointed out that the words 'ground', 'decaffeinated', 'whole bean' and 'premium' is to cover-up the traditional texture of coffee inside the bag. Instead of being diplomatic, it is better to accept that gourmet coffee has a set eligibility, and how far it is satisfied by the supposedly gourmet line of Folgers can be spelt out only by an unbiased coffee-drinker. It might be an attempt of Folgers to divert the loyal followers of Starbucks by labelling regular flavored coffees with gourmet tags.
