Procter & Gamble Company: Best Part Of Wakin' Up campaign

Sally A. Myers

Folgers propelled itself from a regional to a national leader in coffee sales in a relatively short number of years.

Procter & Gamble Company: Best Part Of Wakin' Up campaign

Sally A. Myers

Overview

Folgers propelled itself from a regional to a national leader in coffee sales in a relatively short number of years. Its "Best Part of Wakin' Up Is Folgers in Your Cup" advertising campaign was one of the most pervasive in American television and print media. The rivalry between Folgers and Maxwell House was a continuing saga, however; with each company vying for the top market spot even at a time when specialty coffees were luring more consumers away from conventional brews.

Historical Context

The history of...

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