Need to Know
03 : 02 : 22

US – Folgers is launching a self-aware campaign to celebrate its New Orleans roots. The ads, created by Publicis New York, are exclusively populated by working-class local people enjoying the coffee in daily activities.

As well as leaning into its New Orleanian identity, the brand touts the idea that Folgers is for everyone, a fresh approach in a market in which coffee snobbery and connoisseurship abound. With its unapologetic standpoint, the videos and campaign hashtag #DamnRightItsFolgers aims to bring ‘some pride back to choosing something that’s not some snobby artisanal product – it’s just an all-American, well-crafted, high-quality product,’ says Erica Roberts, chief creative officer at Publicis New York.

Undercutting the brands targeting modern, hipster audiences, Folgers is showing that businesses shouldn't be afraid to preserve their original values – particularly when reaching consumers who value American localism.

Los Angeles – Allowing luxury consumers behind the velvet rope, independent shoe brand Esquivel is inviting its high-profile clientele to experience the manufacturing process of its hand-made shoes. The company is putting its slow fashion credentials on display by granting shoppers access to its atelier in the Arts District.

Catering for the increased consumer demand for manufacturing transparency, Esquivel is allowing its clients to watch its craftspeople at work. Built to accommodate three to five custom clients a day, the factory is an extension of the company’s showroom – with sewing machines painted to match the colour scheme. Boasting a conversion rate of 95%, nearly all the clients who visit the atelier end up purchasing something, demonstrating that the novel approach is working. With customised shoes that retail from £586 ($795, €703) to £1,844 ($2,500, €2,210), this strategy is in keeping with the company’s ambition to sell 3,000–5,000 pairs a year.

As consumers demand greater supply chain transparency, Esquivel’s slower approach uplifts its employees while appealing to consumers who want to get closer to the manufacturing process. Aligning itself with the Five States of Luxury, the brand is betting on highly personalised experiences to forge a more intimate experience with the consumer.

As the metaverse continues to gain prominence in the press, there is still great confusion among consumers about what the term means. In a recent survey by Ipsos, only 16% of Americans were able to correctly define the word.

Although 38% of those surveyed reported familiarity with the metaverse, only a minority were able to describe it accurately as ‘a virtual, computer-generated world where people can socialise, work and play’. Awareness of the metaverse lags significantly behind other technological innovations such as virtual reality (69%) and cryptocurrency (56%). In terms of brand association, 45% of respondents correlated the metaverse with Meta (formerly Facebook), while 22% related the word with Google.

While Meta has excelled at creating buzz around the idea of the metaverse, the company has been less successful at explaining what the concept means. As such, there is still significant scope for companies to educate consumers and release helpful resources. To help your team learn more about the metaverse, consumers can register to watch the upcoming Meta-tainment Futures webinar.