Launching a Premium Walmart Exclusive Into a Crowded Aisle
The launch of Folgers 1850 was a precision move — a Walmart-exclusive launch designed to protect shelf space against a new wave of challenger brands redefining what premium coffee meant to a traditionally loyal audience. Brands like Black Rifle Coffee were winning on story, on identity, on a sense of earned authenticity.
We grounded the product story in what made it genuinely premium. These were 100% Arabica beans — a meaningful distinction when Black Rifle were using Robusta. The beans are fire roasted and steel cut, language borrowed from the craft food aisle, where how something is made has always been part of the value proposition.
CLIENT
Smuckers / Folgers
PROJECT
Walmart exclusive product launch
ROLE
Creative Director
For Your Frame of Mind
Without above-the-line support or national media, the packaging was our only equity. So we put it to work. The signature red frame on every pack became the brand icon itself. We pulled it off the shelf and turned it into a lens: a device that framed every moment, every experience, every cup as something worth elevating. Frame of mind became both the headline and the platform — a way to speak to how 1850 fit into a Walmart shopper's real life, without pretending to be something it wasn't.
Seeding the Kit
We developed and distributed a custom creator kit designed to introduce 1850 in a way that felt tactile, rugged, and true to the brand. The kit included samples across the new flavor lineup, a branded insulated iced coffee container, and custom ice cube trays molded to spell out 1850, made specifically for iced coffee—and Insta. Organic creators incorporated the product into their existing routines, helping establish an authentic foundation for the campaign while extending reach without paid amplification.
Three Takes on the Outdoor Ritual
We extended the program with paid influencer content—each execution built around a distinct lens on the 1850 lifestyle to broaden relevance without losing focus.
ASMR / Ritual
A quiet, immersive take on the coffee experience—focused on sound, texture, and process. Slower pacing highlighted quality and ritual.
Dude Morning
A bold, performance-driven take on the outdoors: steak, eggs, and strong coffee over an open flame. Positioned 1850 within a more rugged, masculine-coded routine.
Camp-Ready Versatility
A more inclusive, occasion-based execution showing three ways to prepare and enjoy 1850 at a campsite. Focused on accessibility, flexibility, and shared experience.
Shop Your Bops
The core of the launch was a digital experience we built on Spotify. Rooted in the same frame-of-mind platform, we asked shoppers one simple question: what are you up to today? Based on their answer, the experience recommended the right 1850 flavor for that moment — and generated a custom playlist to go with it. From there, shoppers could add their recommended flavor directly to their Walmart.com cart without leaving the experience.
