Jacobs: Millicano With Millionaire

Credits & Description:

Original Title: Millicano с миллионером
Client: Jacobs Douwe Egberts
Marketing Director: Yuliya Dubenskaya
Category manager (Jacobs): Svetlana Schastlivaya
Brand Manager: Inna Kurbanova
Agency: Saatchi & Saatchi Russia
Executive Creative Director: Yury Polonsky
Strategy Planning: Darya Tsarkova
Art Director: Tatyana Rykova
Copywriter: Denis Shitarev
Account Group Director: Mayya Tsaguriya
Senior Account Manager: Aleksandra Kocheva

Synopsis:
Jacobs Millicano is the most premium brand in Jacobs product range and Russian consumers don’t understand its difficult benefit – the whole bean instant coffee. JM is instant coffee and in every granule there is a piece of natural ground coffee. Our brand name “Millicano” sounds very Italian; also Italians are great connoisseurs of good coffee. That’s why we decide to link our campaign with Italy and choose famous dancing millionaire Gianluca Vacchi as a brand ambassador. Gianluca is very popular in Russia, especially among women, our main TA; also he is millionaire, which fits to our premium brand. We come with creative idea “Millicano with millionaire” and create digital-campaign where Gianluca educates consumer about product benefits and declares his love for Russian women in romantic way.The first video of the campaign «Door to door» got nearly 3 million organic views in first days and was mentioned in a list of TOP-10 the most popular videos on Russian YouTube (organic views only) in April 2017.