Douwe Egberts

Aroma Man

Agency: BBDO Belgium

Case Board

Case Movie


Since 1948, The Douwe Egberts coffee pack has been an icon in Belgium. It featuring a woman taking care of her family. But unlike in 40’s, today’s men also want to take care of their family. Even if they still feel pressured to live up to gender norms. So, Douwe Egberts decided to celebrate their courage by changing its packaging. The woman on the pack became a man. Symbolizing all men who take care of their loved ones. To increase the conversation around this topic, we created 4 inspiring stories of fathers opening their hearts. The campaign was massively shared and we hit the highest value share over the past years : 50,6%. But best of all, it turned into a conversation among Belgian families.

This professional campaign titled 'Aroma Man' was published in Belgium in April, 2021. It was created for the brand: Douwe Egberts, by ad agency: BBDO Belgium. This Ambient, Design, and Direct media campaign is related to the Soft Drinks industry and contains 2 media assets. It was submitted almost 2 years ago by Creative Art Director: Loup Delpierre of BBDO Belgium.


Client: Douwe Egberts
Contacts: Vanessa Barba, Oriana Servais, Kristel Bruwiers, Laurien De Block
Agency: BBDO Belgium
Creative Directors: Arnaud Pitz, Sebastien De Valck
Creatives: Louise Cornet, Loup Delpierre
Account team: Lieve Raymaekers, Ward Braeckevelt, Ellen Van den Broeck
Strategy: Aurélie Russanowski
Graphic design: Pierre Rousseau, Jorrit Michiels
Film Production Company: BBDO productions
Head of RTV: Patricia Van De Kerckhove
Agency producers: Renée Vermeire, Silke Ricour
Line Producer: Silke Ricour
Director: Jan Boon
DOPs: David Doom, Jasper Vanhauwaert
1st AC: Bart Bleuzé
Lights: Pieter-Jan Donckels, Dries Cumps, Simon Vanderhoydonck
Sound on set: Vital Tilborghs
Location: OneHouseStand
Setdressing: Cachet - Zara Van den Bergh, Louis Van den Bogaerde, Aaron De Keyzer
Make-up artist: Emmanuelle Bastiaenssen
Casting: Le Quartier - Louis Pons, Niels Putman
Editors: Jasper Vanhauwaert, Neil Skeet
Online: Annelies Carnoy
Grading: Joost Van Kerckhove
Sound engineer: Jeremy Vettorel
Social creative: Justine Ravyts


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