JDE (Jacobs Monarch Millicano): The first AD to make you a cup of coffee.

Millicano, a coffee brand, increased brand awareness in Russia by launching a virtual barista and delivering coffee to people on the street through a digital ad.

Campaign updates

Agency: e:mg Country: Russia

The Summary Statement

We brought the future to coffee lovers by introducing virtual barista who served real coffee to thousands of passers on the street, making an advanced step to deliver brand's positioning – "A Coffee shop wherever Jacobs Millicano is" – versus main competitor.

Campaign Strategy

Coffee consumption is growing, including «ground coffee in instant format segment.

There are two key competing brands on the market - JDE (Jacobs Monarch Millicano) and Nestle (Nescafe Barista). Jacobs Millicano is a new generation of instant coffee. Every granule of Millicano contains real...

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