Jacobs Krönung reflected a contemporary perspective of women and men. The core idea: women have more time to enjoy the new coffee varieties, because now men do the household chores. These stories told in the ads became real through social media and branded experiences. Jacobs Krönung told the target audience that it would deliver real men to women’s homes. On Facebook and Jacobs Krönung social media, women were given the chance to apply for the ‘Creative Men Squad’. The community were able to vote for the winner and to watch the entertaining reality show that resulted on the Internet.

The duration of the promotion earned 2,885,855 Facebook visits and 123,800 new Facebook fans. Jacobs placed 11th place among German FMCG Facebook brands. The strongest competitor, Tchibo, achieved only 45,000 fans.

Compared with the year before, the ‘Crown Collectors’ community grew 7 times. 55,230 additional Tassimo machines were sold by the end of 2011 - ONLY through the loyalty program of this promotion. Finally, the Tassimo market share of the capsule system market rose by 18% in the space of a year.