Folgers' Coffee
Mission
How can Folgers’ coffee become the leader in the category?
We are selling coffee, and it is a commodity. How can we be different, unique and successful?
Code
DIscovery
At the time, everybody was selling taste.
In America, the first imprint occurs when you are a two-year-old. You don’t drink coffee at this age, so your first imprint is AROMA.
So
What ?
- The logic of emotion associated with aroma imprints a powerful REFERENCE SYSTEM activated each time we smell coffee.
- This reference system is: Mother is in the kitchen. She is preparing breakfast. She is going to feed me; she loves me; I am home, I am safe, I am happy.
- Folger’s should never show somebody drinking coffee.
- New positioning: We are not in the taste but aroma business.
- Design of the can. We injected aroma on top, so you immediately smell the coffee when you open it.
The commercial that everybody remembers:
A boy is returning from the army; he is in uniform (because war is dangerous, we want to show that home, by contrast, is safe).
Mother is upstairs sleeping. He goes directly to the kitchen and opens a can of Folger’s coffee (*pcheeeeeet*, the aroma is released). He prepares coffee but does not drink it. The aroma goes upstairs and wakes up his mother. She opens her eyes and says (we know exactly the words she has to use because the code for aroma is home and safe). She says, “HE IS HOME, HE IS SAFE.” She rushes downstairs and hugs the boy (touching is reptilian).
We tested it, and People were crying!
The
Results
SOME WORDS
FROM OUR CLIENTS
"The Corporate brand study conducted by Dr. Rapaille is probably the best piece of research this company has seen in a long time."
"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life."
"The depth of insight and the detail and the precision are far greater than those from traditional studies."
"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."
"Not a day goes by when I don't hear, see or otherwise experience the archetype discoveries that we have made."
"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."
"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."
"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”
"The Corporate brand study conducted by Dr. Rapaille is probably the best piece of research this company has seen in a long time."
"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life."
"The depth of insight and the detail and the precision are far greater than those from traditional studies."
"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."
"Not a day goes by when I don't hear, see or otherwise experience the archetype discoveries that we have made."
"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."
"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."
"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”
A cross cultural teaM
WE HAVE OFFICES ALL OVER
THE WORLD
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