— It's like with children - it's hard to pick out favorites. The first is a campaign for Jacobs Millicano with Italian millionaire Jean Luca
. The campaign was made to explain why instant ground coffee is different from regular instant coffee. The main person is a millionaire who, in a playful manner, spoke about his rich life, and at the same time explained the difference in coffee. Italian, because Italian coffee is quality, and a millionaire is premium. Plus, the face is recognizable.
The campaign helped build closer relationships with the sales team and add value to marketing.
In one month, we increased our market share by one and a half times. And they declared themselves as a company and a brand in the marketing community, got Effie.
The second case is the launch of Jacobs Gold. It has a milder taste, so we developed a semiotic beige and gold label. The Russian team completely developed all communication itself: from TV to launch kit.
Six months after the launch, we achieved 1.5 times the KPI with a minimal budget. Case - best practice for foreign teams. An example of how a local team was able to launch something relevant with little investment, and this increased the credibility of us in the regional and global team.