With A Plan Like Smucker's, Sales Have To Be Good

As for marketing once Folgers is in the fold, co-CEO Tim Smucker confirmed the company's intention to "continue to be the No. 1 spender" in its categories. He noted that existing brands are already being "marketed much closer together," and stressed the greatly expanded cross-marketing opportunities represented by Folgers.

Smucker intends to stick long-term with a core message that he summed up as: "The best way of starting your day is Folgers in your cup and Smucker's on your toast, and the best way of ending your day is Folgers in your cup and some Pillsbury."

Marketing Daily