JACOBS AND OGILVY AMSTERDAM INVITE THE WORLD TO “MIX DIFFERENT”

Jacobs has unveiled its new Espresso Concentrate with a campaign by Ogilvy Amsterdam that rejects coffee’s traditional rules. “Mix Different” positions the product as a versatile base for creativity, encouraging consumers to experiment beyond barista rituals. The campaign hands mixing over to the world, from washing machines to turbulent skies.  

Most coffee is made to be drunk. Jacobs’ new Espresso Concentrate, however, is made to be mixed. In collaboration with Ogilvy Amsterdam, the brand has launched “Mix Different,” a campaign that challenges the conventions of coffee advertising and reimagines how consumers engage with the drink.  

The product itself is positioned as a genuinely new kind of coffee—one designed to become whatever the drinker wants it to be. Rather than following the familiar tropes of golden-lit rituals, barista precision, or perfectly poured glasses, Jacobs and Ogilvy sought to break away from the category’s entrenched visual codes. The result is a campaign that celebrates experimentation, individuality, and the joy of mixing.  

“Mix Different” is built around the idea that there is no single recipe or right way to make coffee. Because Jacobs Espresso Concentrate makes creating coffee so easy, the campaign hands the act of mixing over to the world itself. Washing machines, moving trains, and turbulent skies become unexpected collaborators in the process, underscoring the message: why mix the same when you can mix different?  

By rejecting the polished rituals that dominate coffee advertising, Jacobs is positioning its Espresso Concentrate as a product that thrives on creativity and spontaneity. The campaign’s playful tone and unconventional imagery reflect a cultural shift in how consumers view coffee—not as a rigid tradition, but as a canvas for personal expression.  

The decision to embrace unpredictability is a bold one in a category often defined by heritage and ritual. Yet it aligns with broader consumer trends that favour customisation and freedom over conformity. Jacobs’ move suggests that the future of coffee marketing may lie not in reinforcing rules, but in breaking them.  

With “Mix Different,” Ogilvy Amsterdam has crafted a campaign that is as much about cultural disruption as it is about product promotion. By inviting the world to take part in the act of mixing, Jacobs is reframing coffee as an experience that belongs to everyone, everywhere, in whatever form they choose to create.