The jar that holds summer

How do you make hot coffee relevant in the middle of summer?

And how do you turn a simple glass jar into the centerpiece of a campaign?

Douwe Egberts challenged us to drive iced coffee consumption during its off-season, while reintroducing its iconic, premium jar in a way that felt fresh, emotional, and distinctly Greek.

Our mission was twofold:

Associate Douwe Egberts with iced coffee rituals during the summer months.

Reintroduce the iconic glass jar as more than packaging - as a symbol of quality, tradition, and lifestyle.

Summer is a difficult season for hot coffee consumption. 

The task was to boost demand by shifting habits toward iced coffee, while simultaneously spotlighting the brand’s premium jar.

The solution needed to be cohesive, disruptive, and emotional, standing out in a crowded market while making the jar feel like more than just packaging.

Even without owned Greek social media channels, we activated influential voices to deliver the message where it mattered most.