Jacobs is a heritage brand that delivers a wide variety of coffee solutions in its mixes portfolio, however, it is losing market territory to its competitors. Jacobs needed the campaign to get closer to the younger audience.
During summer, coffee consumption drops as consumers migrate to fresher options like cocktails and juices. This is why Jacobs is proposing to find an alternative by removing coffee from this consumption stereotype.
Youngsters have an increased preference for coffee specialties, so we showed them new ways to drink their coffee, either hot or cold. A gamification platform was the main component in digital, as the campaign had also a very strong in-store communication due to a national promo campaign.