As the adage goes, perception is everything. Consumer experience is directly impacted by how well a product or service demonstrates an understanding of who they and their consumers are through their brand. Sometimes even the brands that we have “written off” can surprise us at how well they know themselves and their consumers, perhaps even enough to call our bluff.

Case and point, let’s allow Folgers a moment to reintroduce themselves. After 172 years as the coffee brand of our parents, the brand is pushing back boldly and unapologetically, and it is making a big splash.

If you haven’t seen the new ads by Folgers, take a look, even if you don’t rush out and buy a can.