- In the context of the pandemic, brand communication through summer events seemed more uncertain than promising.
- The challenge was even greater for Jacobs’ cold coffee assortments, which used to be the center of attention during the summer months with friends for fun.
The pastel solution went a little the other way around. In short, an NCP (National Consumer Promo) that left social networks.
Like people’s passion for 15-second snippets of life on Instagram, pastel listened to the trend and encouraged people to make their stories heard. The start of summer came with the digital kit #JacobsCafeaRece. A package of elements to create beautiful conversations and moments, from the sea, from the mountains, from anywhere, everyone chose to enjoy the hot days – even on the couch at home.
The purpose of the kit was to open conversations on stories and bring people closer to gifs, music, filters, highlight covers and even backgrounds for video calls. All these means were designed to invite people on cafeajacobs.ro/jacobscafearece, ie on the Campaign Landing Page. Here the narration took another step with some quick tutorials on how to put the stories in perspective.
The songs in the campaign told a special story. Different styles, from ASMR to Disco, Romance and Hip Hop beats. Sound and voice production, ASMR recordings, modern beats in line with Trap trends. Everything you need for a summer story to tell.
TikTok and the fresh vibe
pastel sought to convey a fresh air to the entire campaign, and the graphics used were no exception. Optimism, energy and in general an invitation to fun – were the criteria in this department. There was no lack of inspiration offered by the TikTok generation and especially the creative energy found in environments where younger users feel at home. It did not delay the desired effect, that of bringing the new generations closer to Jacobs Cafea Rece and, by extrapolation, to the Jacobs Romania brand.
Being an NCP, the campaign went naturally and in the offline area, the side of stores with specific executions was adapted to each retailer. The narrative thread naturally went further and invited people to join the digital storytellers, entering the race for the related awards.
The promotional campaign carried out by Jacobs Romania took place between May and July and promoted the category of coffee mixes, ice coffee and instant coffee.
The Jacobs Team:
Brand Manager: Mihaela Ciobanu
Marketing Trainee: Mihnea Ungureanu
Trade Promotion Specialist: Diana-Maria Iordache
Instore Activation Specialist: Cristi Diaconu
Group Creative Director: Cristina Icnoțiu
Copywriter: Ionuț Ungureanu
Song Producers: Dan-Radu Talpalariu
Motion designer & video editor: Horia Cucută
Client service director: Manuela Silică
Account Executive: Irina Staicu
PR & Social Media Specialist: Mădălina Guerrieri
DTP: Silviu Florescu
pastel is a Romanian communication agency with a strategic and creative approach, with 15 years of activity on the Romanian market, over 5,000 campaigns and projects developed, and a portfolio of clients from different areas, such as automotive, FMCG, services, industry, B2B, IT, NGO, retail etc.
With a team of 30 professionals, the agency currently offers integrated communication services for campaigns taking place both in Romania and regionally.
Customers and brands the agency works for include Autism Voice, Colgate‑Palmolive Romania & Poland, Groupe Renault Romania, Jacobs Douwe Egberts, JTI Romania, XXXLutz Romania, Maspex, Mondelez, International House Bucharest, Sameday, De’Longhi Romania, TCC, Sun Plaza, eMAG, Uniqa Asigurari, Unilever, Logiscool, Inka, COSMETIC PLANT.
Source: IQads by www.iqads.ro.
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