P&G Perks Up Folgers With Integrated Effort For Gourmet Selections

MediaPost Publications - New York, USA - PROCTER & GAMBLE'S FOLGERS GOURMET Selections brand has launched a new marketing effort, "Wake Up Special Every Day," which includes new ads and a call for consumer-generated content--an integrated effort that features TV actress Chandra Wilson and TV journalist Lisa Ling. The effort also includes a corporate goodwill effort benefiting Habitat for Humanity.

The campaign, via Saatchi & Saatchi, N.Y., includes a pair of 15- and 30-second TV spots featuring Ling and Wilson detailing how a cup of coffee figures into their morning rituals and defines their day.

Wakeupspecial.com features out-takes of the ads, extra documentary-type footage and interactive tools, allowing consumers to create a commercial--using Folgers Gourmet Selections--about how their morning is unique. Folgers Gourmet Selections makes a $1 donation to Habitat for Humanity Los Angeles and New Orleans for every commercial consumers create on the site.

The campaign also includes point-of-purchase material and a coupon component.