Growing up in Chicago in the 1950’s, (yes, I am that old), in a pre-VHS, TiVo, or streaming age, we were forced to suffer through television commercials to watch a show. One that sticks with me was a campaign designed to create a mystique that would have all Chicagoland buzzing with anticipation. A very short TV spot showed a hand written note in cursive script (please explain that to your kids) with a voice-over that delivered the quote about moving a mountain from the unknown Captain Folger.
It worked, sparking speculative conversations at the water cooler, barber shop, beauty salon or the lunch counter at the five and dime; gathering spots from days gone by. We discussed it at supper as well; who was Captain Folger and what was he bringing to Chicago? A new roller coaster to Riverview Park? A new suburban housing development? A bunch of dirt? Gradually information started to leak out and we zeroed in on coffee; Blue Mountain coffee I heard. But as the more keenly perceptive of you have figured out, it was the very successful introduction of Folgers Coffee. Soon the supermarket shelves were stocked and the short-lived buying frenzy began. Not for what a 7 year old had hoped!
Fast Forward Fifty Years: Folgers coffee is still here and the marketing department came up with the jingle, “The best part of waking up is Folgers in your cup!” I do enjoy a cup of strong coffee, but on my “best part” list coffee comes in about 16th. The best part of waking up at my age is…Waking Up!