Folgers produces ad thanking consumers and employees
October 03, 2005
by FoodBusinessNews.net Staff
CINCINNATI — The Procter & Gamble Co.’s Folgers brand has launched a 30-second television commercial thanking consumers for their support and paying tribute to the Folgers employees working to make its New Orleans manufacturing facilities — home to their largest coffee plant in the world — operational again following Hurricane Katrina.
The company notified retailers earlier this month that there may be temporary supply restrictions resulting from the impact of Hurricane Katrina and that Folgers coffee may be temporarily unavailable or appear on-shelf in different packaging.
"We’ve been in New Orleans for over 50 years and are strongly committed to staying here," said Max Rangel, marketing director for Folgers. "This commercial is our way of explaining to consumers why they may not find their favorite Folgers varieties in their stores, and thanking them for their patience as we restock the shelves. It is also our way of thanking retail partners and our employees for their patience and assistance during this difficult time."
The campaign will run for two weeks beginning Monday, airing on a broad mix of network and cable programming, and will alert consumers to changes in Folgers packaging resulting from hurricane damage to the New Orleans production facilities. The company’s most popular blend and size — the 39-oz "Classic Roast" — temporarily will be offered in the classic metal can and already has begun appearing on store shelves.
Additionally, a special Folgers Katrina Relief metal can will begin appearing on store shelves in November. The packaging will feature a letter from plant manager Emory Zimmer, thanking consumers for their support and inviting them to join Folgers in the hurricane relief effort by donating to the American Red Cross. To date, Procter & Gamble has donated more than $9 million in cash and product to the relief effort.