1850 // Quality That's Criminal
Folgers new line of premium coffee blends 1850 had failed to make a dent in the already overcrowded category and was at risk of being pulled from the shelves. They needed a new approach that would cut through fast.
Fortunately, in research we uncovered a product truth that could do exactly that. People said 1850 Coffee is so pure you could drink it black. And purity is a term used in relation to that other stimulant drug (you know the one). So, what if this coffee was so pure it became an illegal substance and was treated as such. A coffee that’s so pure it’s criminal
// Print/OOH
// Activation
We set up hidden cameras and hired an actor to pose as a blackmarket dealer in an alley selling the coffee like contraband out the back of his car to unsuspecting citizens. The footage was then shared on social channels.
//Social/Digital
