In TV ads we roled out the idea: the ads showed men doing household chores in a rather strange way. At the same time women are enjoying the new Jacobs coffee varieties. The stories told through TV-ads became real through social media and branded experiences. On Facebook and Jacobs Krönung social media, women were given the chance to apply for the “Creative Men Squad” - men doing their household chores. The community were able to vote the winner and to watch the entertaining reality show that resulted on the Jacobs web channel. All of this was embedded into rich social media content and discussions.The media channel connection in short: TV-ads featured the “modern men” as role-models and women could win these men for their homes via Facebook.

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 seven 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.