• by Tanya Gazdik , February 19, 2026

J.M. Smucker coffee brand Folgers is reprising its famous “Best Part of Waking Up” 1980s jingle.

“Aware that the legacy of what was once the most recognizable jingle in American advertising was fading, Folgers was determined to move beyond its association with mornings,” according to Adweek. 

Seven different “wake up” songs from different decades and genres are introduced in a new musical-inspired spot.

“Folgers is looking to cross the generational divide via a remix of its iconic jingle as part of creative meant to embody what ‘waking up’ means to different people,” according to Marketing Dive. “It arrives at a time when coffee prices have been increasing even as more consumers embrace high-end espresso machines and specialty blends.”

The effort, which was created by PSOne and led creatively by BBH USA, will run across multiple channels including national CTV, online video, social media and Spotify audio placements.

“Using its own song as a musical anchor, Folgers adds seven tracks to the mix, ranging from ‘Wake Up Little Susie’ and ‘1st of Da Month’ to ‘Bring Me Back to Life.’  All of the tunes mention rising and shining, driving this montage of diverse folks answering the clarion call of the cup,” according to Muse by Clios. “Designed for broad appeal, what we’ve got here is a double-shot of nostalgia. First, there’s the jingle itself—instantly recognizable, thankfully not reimagined to fit current trends. Next comes the hit parade, a nifty nod to the soundtrack of our lives.”

The “wake-up anthem" spans generations and musical tastes.

“Each song captures a different slice of the morning routine, from chaotic school drop-offs to solitary coffee rituals,” according to DesignRush. “The effort targets cultural impact over immediate sales as Folgers works to reposition itself against the growing specialty coffee trend.”

The 60-second film has also been cut into 6-second, 15-second, and 30-second spots. 

“The creative is driven by music and pace, using the evolving track to carry viewers through different moments of the day,” according to The Drum. “The nostalgia of the original jingle anchors the film, while the layered song transitions keep it feeling modern. The execution focuses on recognizability first, then surprise, letting audiences realize the shift rather than spelling it out.”