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June 18, 2006

Wake Up and Smell the Integration.

By now, you've likely seen the creepy/crazy new spot from the good folks at Folgers. And maybe, you've been to the "companion Web site." So, okay, maybe you like the spot. Or maybe you don't. And maybe you like the Web site. And maybe you don't. However, we can all agree that this is a major push for this advertiser. So, why, friends, doesn't the Web site have even the slightest thing to do with the television spot? The TV introduces these highly intrusive glowing coffee beings that shoot butterflies and songs from their mouths. Like them or not, they're iconic and anything but sleepy. Even after one viewing it's easy to see how the characters could have been utlized on the Web. Visit the site, however, and you won't find them. In fact, you won't find anything from the TV spot. There is zero integration between the two pieces of communication. And maybe that wouldn't be such a sin if they weren't launched to work together. Why else is the URL on the TV? Currently, the only thing the two things share is the campaign theme, "Tolerate mornings." That's a shame. Because the brand really had an opportunity to rise and shine here. 

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Comments

I really like this spot and am inclined to agree that they really missed an opportunity to further the message via the web. (Momentum, you might say.) Speaking of coffee spots, seen the new Maxwell House spot yet? Woof. A jingle sung to Madness' "Our House."

Chabanucheep.

The website certainly should've used the crazy sun people. Reminds me of the Blackhole Sun video from Soundgarden.

I'd like to know if P&G is pursuing only a young demographic; if so, more the reason to merry the web with the spot.

You dang mind readers!

I've been pondering my disapointment with the website all day. Couldn't get it out of my mind then a couple of hours later (while listening to your Jaffe interview) I find your post.

The lack of connection between the two would be far more forgivable if the spot didn't end with the url. You would think they'd at least offer a high res quality download of the ad on their website.

Website's not ready? Delay the tv spot, folks!

"...Because the brand really had an opportunity to rise and shine here."

I can’t top that line right now because I’m not a morning poster.

;-p

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