I feel betrayed by Folger’s Coffee.
When I was a kid in the 1970s, Folgers Coffee ads were everywhere. They were inescapable. There were two thrusts to the commercials: the first touted the flavor and claimed it was better than “gourmet,” whatever the hell “gourmet coffee” in 1970 could have meant. The tagline for those was “We’ve secretly replaced these customer’s gourmet coffee with Folger’s Crystals. Let’s see what happens.”
The other touted the chemical composition of the ground coffee. The ads would show close-ups of a pile of coffee, artfully arranged, and inside the pile would be these little shiny, reflective flakes. As a kid, I always thought those reflective flakes were the “crystals,” and after talking to my mother, I found that everyone else in my parents’ generation thought so as well. The rest was, well, just dried coffee.
Even as a ten-year-old kid, I wanted to know: what were the crystals? What benefit did they provide? Were they an additive? An alternative chemical extraction of coffee from just drying the stuff into a chunky brown powder?
Nope. The reflective, shiny stuff was a post-production effect added by the advertiser. In the 1970s they didn’t have Photoshop or any of the equivalents; the effects were produced by sprinkling little bits of baking glitter onto the pile of ground coffee. (It was still edible and didn’t change the taste, so it was acceptable as a “food styling” technique.)
So what were “Folger’s Crystals?” It turns out, the brown powder is the crystals. (See? The crystals are still in the photo shot, so it’s not cheating, right?) Coffee that’s freeze-dried naturally forms a highly-ordered molecular aggregate that meets the chemical definition of “heterogeneous crystal.”
I looked this up after spending a week in the woods, where I had a few packets of Starbucks Via Instant, Medium Roast and another box of Mount Hagen Organic Freeze-Dried Instant Coffee, bought from my local organic co-op. The Starbucks stuff was simply awful, but the Mount Hagen was quite acceptable if there were no fresher alternatives. Starbucks Instant is actually made by the same process, it’s just re-ground after freeze-drying so the granules are made small enough to look like a powder and less like the chunky crystals that are what most people associate with “instant coffee.”
Maybe the organic coffee is a bit more expensive, but at least they don’t lie to me.
And with that in mind, I'll leave you with that rare ad, from Folgers, that told the absolute truth:
Wake up, you sleepy-head, you can sleep when you are dead!
When I was a kid in the 1970s, Folgers Coffee ads were everywhere. They were inescapable. There were two thrusts to the commercials: the first touted the flavor and claimed it was better than “gourmet,” whatever the hell “gourmet coffee” in 1970 could have meant. The tagline for those was “We’ve secretly replaced these customer’s gourmet coffee with Folger’s Crystals. Let’s see what happens.”
The other touted the chemical composition of the ground coffee. The ads would show close-ups of a pile of coffee, artfully arranged, and inside the pile would be these little shiny, reflective flakes. As a kid, I always thought those reflective flakes were the “crystals,” and after talking to my mother, I found that everyone else in my parents’ generation thought so as well. The rest was, well, just dried coffee.
Even as a ten-year-old kid, I wanted to know: what were the crystals? What benefit did they provide? Were they an additive? An alternative chemical extraction of coffee from just drying the stuff into a chunky brown powder?
Nope. The reflective, shiny stuff was a post-production effect added by the advertiser. In the 1970s they didn’t have Photoshop or any of the equivalents; the effects were produced by sprinkling little bits of baking glitter onto the pile of ground coffee. (It was still edible and didn’t change the taste, so it was acceptable as a “food styling” technique.)
So what were “Folger’s Crystals?” It turns out, the brown powder is the crystals. (See? The crystals are still in the photo shot, so it’s not cheating, right?) Coffee that’s freeze-dried naturally forms a highly-ordered molecular aggregate that meets the chemical definition of “heterogeneous crystal.”
I looked this up after spending a week in the woods, where I had a few packets of Starbucks Via Instant, Medium Roast and another box of Mount Hagen Organic Freeze-Dried Instant Coffee, bought from my local organic co-op. The Starbucks stuff was simply awful, but the Mount Hagen was quite acceptable if there were no fresher alternatives. Starbucks Instant is actually made by the same process, it’s just re-ground after freeze-drying so the granules are made small enough to look like a powder and less like the chunky crystals that are what most people associate with “instant coffee.”
Maybe the organic coffee is a bit more expensive, but at least they don’t lie to me.
And with that in mind, I'll leave you with that rare ad, from Folgers, that told the absolute truth:
Wake up, you sleepy-head, you can sleep when you are dead!