Jacobs Monarch: Jacobs Café-Tree

This case study explains how coffee brand Jacobs used a pop-up cafe in Moscow, Russia, to build awareness and loyalty among people aged 20-45.

Agency: e:mgCountry: Russia

The summary statement

The main massage of Jacobs is: 'Aromagia brings us closer!' But what could bring people together on New Year's Eve in cold Moscow? Maybe a cup of coffee with friends after ice skating? That's why on New Year's Eve 2016 Jacobs opened a unique café in Gorky Park, which holds the most popular ice skating rink, – the first café to be found inside a Christmas tree, which is always the centre of a festive atmosphere! The CAFÉ-TREE was a 15-metre outdoor construction and it could be seen from the most...

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