Alongside CTV and online video for Amazon Prime Video, YouTube, and Zeta, Folgers has prepared social-first storytelling on TikTok, Meta and Pinterest, as the brand aims to target a younger audience.
“Folgers already owned one of the most recognizable jingles in advertising. Our job wasn’t to replace it; it was to remind people why it matters,” Yohan Daver, group creative director of BBH USA, added.
Jingle revamps
Folgers isn’t the first brand to recently update its jingle, particularly to engage younger audiences on platforms like TikTok and Spotify.
When CeraVe discovered the jingle from its “Hey It’s Me” commercial was being memed (and sometimes mocked) on social channels, the L’Oréal-owned beauty brand got in on the joke, remixing the opening monologue and enlisting 50 influencers to dance to the new track while lavishing themselves with its moisturiser.
Given that “Maybe it’s Maybelline” is world-famous, Maybelline New York recruited famed musician Miley Cyrus to give it some superstar treatment. Cyrus turned the jingle into a proper song.
And eager to get Gen Z’s attention, Fanta reimagined its early-2000s earworm Wanta Fanta, originally recorded by The Fantanas, an ensemble of singers that each represented various Fanta flavors.
