| hikaye | 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. The 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, the main target audience of Millicano; also he is millionaire, which fits to the premium brand. We created the digital video and music video where Gianluca educates consumer about product benefits and declares his love for Russian women in romantic way. |