The creativity in upcycling is a moment of indulgent escape that creates beauty out of the everyday. We started a conversation on social media following the existing jar upcycling trend.
We then involved influencers and bloggers to inspire our target and asked them to show their creations on social media. Ooh and proximity digital screens reinforced the message on a large scale.
Result: a very successful integrated branding campaign with thousands of reactions and shares online.
It starts with Moccona, where you take it is up to you.
Jacobs Douwe Egberts