Case Study: Folgers refreshes its brand and packaging to boost sales with Soulsight

Folgers boosts millennial and Gen Z dollar sales 9% with Soulsight

Folgers, a major coffee brand, faced the challenge of maintaining relevance and attracting new consumers as coffee preferences evolved, despite its long history. They engaged the branding agency Soulsight for a comprehensive brand renovation, which included services such as brand architecture, brand identity, and packaging design.

Soulsight developed a new brand positioning and packaging system for Folgers to proudly own its heritage while appealing to a modern audience. This solution successfully drove a 9% increase in dollar sales among Millennial and Gen Z consumers, a 29% increase in new customer trial, and resulted in record sales years for Folgers in 2022 and 2023.

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