JDE Peet’s has announced the launch of its global platform, “Official Sponsor of Staying Awake”, created in response to a summer of football fandom that will see millions of fans across the globe facing highly disruptive viewing hours.
As football fever takes over screens, streets, and homes around the world, many supporters will be navigating late-night, overnight, and early-morning match moments. Across a packed summer of football, many of the biggest live moments will land outside traditional viewing hours for fans around the world, from late-night viewing occasions in Europe and Africa to overnight and early-morning moments across Asia-Pacific. For many fans, following the biggest football moments will mean negotiating bedtimes, alarms, workdays, school runs and kick-offs at midnight, 2:00 AM or dawn.
To support disrupted schedules and early starts throughout the summer of football, JDE Peet’s, the world’s largest pure coffee player, is stepping in to celebrate fans and the moments that bring them together. The new platform establishes late-night and early-morning football viewing as a new global coffee occasion, reframing these moments to celebrate fandom and positioning high-quality coffee as the ultimate companion to late-night football.
For decades, other drinks have taken the main stage of football celebration. But when the biggest football moments happen at midnight, 2:00 AM or breakfast time, the ritual changes – and coffee becomes the natural drink of fandom.
Official Sponsor of Staying Awake
The campaign reframes the power of coffee in moments of high-stakes anticipation and the thrilling journey of live sport. Centered around a smart creative reversal, the campaign initially appears to show a familiar football-viewing scene: friends packed into apartments; fans gathered in pubs, flags on walls, and nervous faces fixed on screens.
The campaign then focuses on hands reaching into coolers. But where viewers expect to see beer, they see JDE Peet’s coffee brands creating an unexpected reveal that reframes coffee as the ideal drink for this moment. The campaign turns football drinking culture upside down, replacing the expected cliché matchday refreshment moment with coffee. The campaign will run across out-of-home, national newspapers, digital, social, and influencer channels.
Speaking about the campaign, Ricard Barri Valentines, Chief Marketing Officer at JDE Peet’s, says: “Fans are finding new ways to experience football, and we’re seeing new occasions emerge around those moments. Official Sponsor of Staying Awake demonstrates how our brands can show up in culture with relevance, creativity, and genuine utility for consumers.
This campaign also marks an important milestone in our “Reignite the Amazing” transformation, demonstrating how our portfolio can participate in global cultural moments with greater emotional resonance and impact. It also demonstrates how we can leverage the power of our scale, taking ideas that are universal and translating them for local meaning and relevance through our portfolio of beloved local brands.”
Caio Fontenele, Global Director of Creativity & Connections, adds: “Football has always belonged to nations, rituals and local pride, but for millions of fans, it now belongs to alarm clocks, late nights, and early mornings. We saw an opportunity to turn that global time-zone disruption into a new coffee ritual, celebrating fans and the moments they care about most. We have the most loved brand in many nations, and it was time to celebrate them as well”
Immersive Local Executions
Activations will be tailored to local fan cultures across Europe, North America, Latin America, and Asia-Pacific, bringing JDE Peet’s brands into the heart of football fandom through immersive experiences and locally relevant executions.
These include Kenco in the UK, L’OR in France, Marcilla in Spain, Jacobs in Germany, Douwe Egberts in the Netherlands, Friele in Norway, Gevalia in Sweden, Campos in Australia, Pilão in Brazil, Super in Malaysia, and Keurig and Peet’s in the United States.
Official Sponsor of Staying Awake is more than a campaign centered around a summer of live football; it is a representation of JDE Peet’s long-term commitment to delivering more culturally relevant and occasion-led marketing that engages a global community. By turning disruptive time zones into shared moments of celebration, JDE Peet’s is redefining coffee as a natural partner to sports culture.
As a global activation platform, beyond this campaign, JDE Peet’s intends to continue celebrating coffee’s role in the shared moments and rituals that bring people together – the conversations, the connections, and the cultural occasions where coffee has always been part of the story.
JDE Peet’s Brand Transformation: Reignite the Amazing
This global initiative builds upon JDE Peet’s brand transformation, “Reignite the Amazing,” across Peet’s, L’OR, Jacobs and a strategically selected group of iconic brands, with investment directed toward high-potential growth opportunities.
Signaling the company’s ambitious shift towards more culturally relevant and occasion-led marketing, the strategy deeply connects with consumption trends, transitioning its brands from household staples into active participants in global cultural moments.
