Jacobs

Jacobs

  • Brand
  • Retail
  • Activation
  • Digital
  • Internal

From legacy
to legendary

Jacobs is the J in JDE and at 175 years strong, it’s the only coffee brand globally represented across every category segment, dominating as the #1 brand in 7 countries. But legacy alone wasn’t enough. As investment lagged, so did momentum. It was time for a transformation. Not a tweak. A total reignition.

Lighting
the fire

Brought in as the lead global BTL agency, we joined forces with Ogilvy and Design Bridge to deliver a bold, full-scale TTL transformation. Over 18 months, we designed and launched a five-year roadmap to turn Jacobs from a sleeping giant into an unstoppable force. One year in, and the brand is already surging forward.

Shopper journey
reimagined

Stop

We redefined coffee as a journey of elevation, a progressive, never-ending pursuit of excellence. It wasn’t just about a product. It was about leadership, innovation, and 128 years of cultural clout. Jacobs wasn’t following the category, it was taking the lead.

Engage

At this stage, we opened the doors wide. From classics to contemporary blends, we showcased the full Jacobs portfolio, inviting shoppers to explore, discover, and be surprised.

Close

Taste, aroma, trust. We sealed the deal with Jacobs’ most iconic asset: the J-cup. A sensory call-to-action, reinforcing the brand’s premium taste credentials and removing any hesitation to purchase.

Repeat

We turned repeat purchase into a discovery ritual. Encouraging trial across the range, we made Jacobs more than just a coffee, it became a destination.

Elevating coffee since 1895

Johann Jacobs promised impeccable quality at a fair price. Today, we honour that promise with a brand that’s both steeped in heritage and built for the future. It’s more than iconic, it’s a juggernaut.

Reigniting heritage
Remember the Jacobs VW vans once beloved in Germany? We resurrected them—with a radical makeover. Repainted, rebranded, and reborn as mobile coffee trucks, they now serve fresh brews and turn heads wherever they go. Heritage, reimagined.

 

“Folk continue to blow us away, their ability to integrate into an all agency framework was something I’ve never seen before. Their strategic thinking to guide the brand BTL was exactly what we wanted, an agency who listened and challenged in the right places to get a brilliant job done. The creative produced for Jacobs was beyond expectation and the partnership is one that will go on for many years. We genuinely couldn’t do this without them.”

Amy Galbac

Brand Director, Jacobs

Activating Iconicity

We took Jacobs’ most iconic elements and turned up the volume. Street activations, digital experiences, and high-impact visuals brought the brand to life in a way that was unignorable. Vintage heart, modern soul. Jacobs became instantly recognisable to a new generation.

Launching
loud

Retailers didn’t just get a box, they got a box of iconicity. Coffee samples, the signature cup and spoon, and a brand story wrapped in beautiful design. A launch that made a stir.

Going digital
with swagger

From social to e-commerce, Jacobs showed up with unmistakable confidence. Cohesive, iconic, and boldly present across every digital touchpoint.

The
results

20 m
reached on day 1 in Germany
96 %
reach in Poland (16.6M unique users aged 18–54)
87 %
reach in Czech Republic
21 %
uplift in brand recognition in Lithuania