How influencers brewed authentic stories with Jacobs’ new tagline
The Request
Jacobs’ new tagline, “Find Your Wonderful”, needed to move beyond words on a screen. Our mission was to give it real meaning: to show that appreciation and prosperity live in everyday moments, often sparked by something as simple as a cup of coffee.
Be present. Appreciate. Prosper.
That’s the new Jacobs.
The Goal
We set out to emotionally unlock “Find Your Wonderful”, embedding Jacobs’ new positioning into people’s daily lives. The task: shift coffee from a routine habit into a moment of appreciation, presence, and joy.
The Challenge
Appreciation is a powerful concept but also broad, abstract, and difficult to activate.
To make “Find Your Wonderful” resonate, we had to translate it into something tangible, relatable, and inspiring without ever sounding generic or preachy.
Our goal was to motivate people to discover their own “wonderful” in their own unique way.
Our Solution
We transformed the idea of appreciation into something real through the power of human storytelling.
By partnering with carefully chosen influencers who truly embody Jacobs’ values, we shared authentic, heartfelt stories of how everyday people find their own “wonderful”, through perspective, presence, and small moments of joy.
Katerina Vrana
A stand-up comedian who inspires joy and laughter even through life’s toughest moments.
Michalis Sarantis
A versatile actor who finds presence and creativity in his craft.
Panagiotis Gionis
Both a professional table tennis athlete and a dentist, who balances discipline with passion to discover his own sense of “wonderful”.
At the heart of each story?
A cup of Jacobs coffee.
The campaign came to life with a YouTube Hero Film and three social media cutdowns, blending inspiration with approachability and reminding audiences everywhere that appreciation starts with something simple.
