New and innovative solution in outdoor advertising was spreading the aroma of coffee itself. Special equipment installed in the branded tram gave out a coffee aroma. Additionally, the tram was fully branded inside with special posters of coffee recipes. Aroma was used as a link, connecting product (coffee) with particular brand (Jacobs Krönung). People's senses, on entering the tram were assaulted by coffee aroma, after which they were caught sight of the branding.

For a limited budget, enormous effect was achieved. Perception of Jacobs as a coffee with a best aroma increased in all groups of interest: +8% in Riga, +10% amongst female audience and +11% in age group 26-40. New and innovative execution attracted attention of mass media, thus creating additional publicity.