Jacobs is a globally recognized coffee brand with a rich history dating back to 1895, known for its commitment to high-quality coffee. Now part of JDE Peet's, Jacobs continues to innovate, focusing on modern consumer demands, including the dynamic and convenient Ready-to-Drink (RTD) cold coffee segment, perfectly embodied by the Ice Presso line.
Energizing the late summer with Jacobs Ice Presso Latte
The Jacobs Ice Presso Latte campaign ran from August to October, perfectly capturing the late summer and early autumn season, when the craving for refreshing, cold coffee drinks remains strong. The campaign's main objective was straightforward: to boost awareness of Jacobs' Ready-to-Drink range while reinforcing its image as a brand that's ready, practical, and energetic, just like its young, on-the-go audience.
"This communication, specifically positioned for the summer period, was supported by creative formats that reflected the product's dynamism in the cold coffee segment," said Nidanur Burun, Junior Performance Marketing Executive at Havas Media Group.
Partnering with Havas, the brand sought to bring the energy of the Ice Presso Latte to life through innovative digital storytelling. Known for its data-driven approach and strategic channel planning, Havas ensured every stage of the campaign was measured, optimized, and designed to deliver meaningful impact.
Creative strategy
At the heart of the campaign was Eskimi's 3D forced perspective creative. That dynamic, immersive solution aligned strongly with the brand's character, providing an engaging user experience.
"These solutions worked in strong alignment with the Ready-to-Drink energetic brand character. We ran the creative process very quickly and efficiently with the Eskimi team," shared Kerim Gazel, Assistant Performance Marketing Executive at Havas Media Group.
The creative process was highly collaborative and efficient. The final creative blended Jacobs' signature brand elegance with playful digital energy, resulting in an interactive experience that stood out among conventional display banners.
Measured attention, optimized performance
"Jacobs operates within a multi-channel media structure with diverse campaign objectives. Each format allows us to tailor strategies to different goals while maintaining a strong focus on achieving our global KPIs," shared Ecem Tuncer, Media Planning and Buying Specialist at Havas Media Group.
The campaign achieved a massive 12 million impressions and successfully reached 4.7 million unique users. "Reach, attention time, and engagement rates exceeded targets, resulting in general satisfaction on both the brand and agency sides," added Ecem Tuncer.
Performance data confirmed that the campaign not only captured reach but also sustained user attention. The campaign achieved an impressive Attention Per Mille (APM) of 1,031, which was 23% higher than the market benchmark. The Average View Time reached 2.63 seconds, demonstrating powerful creative impact and relevance.
The initial attention data was strategically used to refine the media strategy. Following a domain-based optimization in September, the APM saw a significant increase, rising to 1,183, with a 21% jump compared to August's performance.
Beyond performance, the partnership between Havas and Eskimi was marked by proactive optimization, operational agility, and transparent communication.
"Overall, the Eskimi collaboration created a sustainable partnership structure that added value to the brand, both in terms of performance and creativity," highlighted Ecem Tuncer.
