• by Karl Greenberg , August 9, 2007

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.

Tami Yamashita, marketing director for Folgers at P&G, says the move follows a trend among consumers toward more up-market tastes. "As consumers become increasingly sophisticated on the culinary front, they are seeking a broader array of gourmet experiences," she says.

"Folgers Gourmet Selections is designed for consumers who love gourmet coffee at home, but are in search of a variety which is accessible enough to enjoy every day." She adds that the company is counting on Folgers Gourmet Selections to broaden the market for gourmet coffee and vie against Starbucks Breakfast Blend.

Folgers Gourmet Selections, which was introduced in September, is available in eight flavors--with new varieties, Crème Brulée and Bistro Blend, to be available next month, per Yamashita.

The Cincinnati-based company is currently advertising both Folgers Gourmet Selections and Folgers Classic Roast, which is the top-selling brand in the U.S.