december19 Launches Day in the Life Campaign for Jimmy's Iced Coffee

Family owned brand ‘Jimmy’s’ Iced Coffee tasked december19 to increase national brand awareness and market share.

The campaign was launched to increase national brand awareness amongst the key target audience of 18-34 year olds.

The RTD iced coffee market is a hit amongst millennials and continues to rapidly grow but is overshadowed by coffee giants such as Starbucks and Nescafe.

d19 created a day in the life of a student audience using Touchpoints data. It was able to create a media plan to target this elusive audience in their ‘need states’ (tired / hungover / studying / at the gym). december19 deployed a geo-targeted OOH campaign focusing on sites within close proximity to universities and key distributors, urging them to ‘#GoGetSome’ Jimmy’s.

The campaign launched online and OOH. Outcomes from the campaign include X2 national brand awareness almost doubled from 6.9% (Oct 2017) to 11.06% (Oct 2018) and 60% saving vs. market rate card by running a short-term campaign.