sleep is for dead people
Foldger’s is trying to reach out to the 20-something consumer. They’ve got me; my parents were strict foldger’s drinkers and I’ve been drinking it since I was about 10. But, to get the rest of this target market, they’ve launched a new micro-site to help us night-owls “tolerate mornings.”
The trick to success, however, is sell-through: Will the space move people to buy Folgers, a 150-year-old brand that generates more than $1 billion annually?
Procter won’t begin to measure that for a few months, Bello said. But even if the site does not sell Folgers, the effort — which cost a fraction of a traditional TV spot — should energize others at Procter to compete more creatively online. That alone would make the effort worth it, said Pete Blackshaw, chief marketing officer at the Cincinnati office of Nielsen BuzzMetrics.
“Procter needs to do a lot more experimentation,” he said. “They need to re-energize their Web marketing, and this appears to be a promising step.”
They’re definitely on the right track, but I’m not about to evangelize their brand just yet.