To reinforce its reputation as a brand leader and simultaneously bolster its connection with next-generation coffee drinkers, Folgers commissioned the Joan Jett & the Blackhearts classic “Bad Reputation” as the theme song for its perception-shattering campaign. Headquartered in New Orleans, the 170-year-old firm — part of The J.M. Smucker Co. — also reached out to local favorite and Blue Note Records artist Trombone Shorty. In addition to imbuing the track with some energetic NOLA flavor, the Grammy-nominated musician, his brass bandmates and local Folgers employees also appear in the commercial. Being deployed across TV, online video, digital display and streaming audio, the Folgers campaign follows last year’s pairing between fellow Smucker brand Jif with rap icon/spokesperson Ludacris.