Jacobs Douwe Egberts
Consumers associate the summer season with a series of cold drinks such as beer, lemonade, ice cream drinks or a few cocktails. Coffee, not even the cold one, is not one of the first options for these hot days.
HPeople have micro moments that mark a new season for them: the first blooming flowers for spring, the first lemonade enjoyed outside for summer, the heavy jacket for winter. We needed to establish an undisputable footprint for Jacobs Cold Coffee in the summer, together with owning the consumption habit and further raise awareness regarding the wide variety of preparation methods for cold coffee.
We have built a strong association between cold coffee and summer. How? By creating a Jacobs marine look and building a so-called summer momentum for Jacobs Cold Coffee that we mark through the headline Summer starts with Jacobs Cold Coffee. We also strengthened the image of Cold Coffee as a quick consumption solution during the summer and Jacobs products as the number 1 choice for hot days.