WHAT WE THINK ABOUT WHAT YOU THINK ABOUT.
Back in the 1980s, I worked on the Taster's Choice coffee account. It was a good account. Good brand. Did pretty well. But Folgers always whipped TC and everyone else in the category. They had a simple formula: own the coffee occasions; go big with the budget. Christmas of 1988, they hit this homerun. The best part of Christmas is Peter coming home...and Folgers in your cup.
We've talked a lot here about the mnemonic value of music. Well, here's a great example. No coffee pouring scenes anywhere near the beginning of the spot. No coffee cups. No logos. No Folgers red to speak of. And yet, that familiar melody (even set to an unfamiliar instrumentation) drove home those words, "The best part of waking up is Folgers in your cup.