Official Sponsors of Staying Awake

JDE Peet’s turns the late-night football matches into a global coffee platform
New campaign through Ogilvy Amsterdam uses JDE Peet's global scale and local coffee icons to make coffee – not beer - the unexpected fuel in anticipation of a huge summer of football
JDE Peet's today announces the launch of Official Sponsor of Staying Awake, a new global campaign built around one of the most universal fan behaviours of key football matches: watching your country play when the match is happening in another time zone.
With tournaments taking place this summer across the United States, Canada and Mexico, millions of fans across Europe, Africa, Asia and Oceania will not simply be watching football - they will be negotiating bedtimes, alarms, workdays, school runs and 3am kick-offs.
At the centre of Official Sponsor of Staying Awake is a simple creative reversal. In campaign imagery created by Ogilvy Amsterdam, football celebrations appear familiar at first glance: friends in packed apartments, fans in pubs, flags on walls, nervous faces in front of screens and hands reaching into coolers. But where viewers expect to see beer, they see JDE Peet's coffee brands. The campaign turns the semiotics of football drinking upside down.
The campaign will run across out-of-home, national newspapers, digital, social and influencer channels. Local executions will pair national teams with local coffee brands, using each market's most recognisable JDE Peet's icon to make the work feel native rather than imported. National newspaper placements will act as country-by-country love letters to fans staying awake for their teams, while outdoor executions will dramatise the surprise: celebrations will looks like beer culture, but this year the fridge is full of coffee.
The campaign will activate JDE Peet's portfolio of global powerhouses and local icons, from Kenco in the UK, Marcilla in Spain, Douwe Egberts in the Netherlands, Jacobs in Germany, Republic of South Africa, Czech Republic, Georgia, Kazakhstan, Uzbekistan, Ukraine, Moldova, Friele in Norway, Gevalia in Sweden, Campos in Australia, Pilao in Brazil, Super in Malaysia, L'OR in France and Peet's in the United States. JDE Peet's public brand portfolio describes these brands as rooted in local coffee cultures, with Peet's, L'OR and Jacobs operating as global powerhouses alongside local icons that hold a special place in their home markets.
JDE Peet's is not officially affiliated with the World Cup.
Caio Fontenele, SVP Connections and Creativity, JDE Peet’s: “Beer has always been football’s go-to drink. But this summer, the story will be different. With so many matches happening after 11PM across Europe, Asia, Africa and Australia, beer won’t be always an option.

That’s why we’re making 11 iconic coffee brands across these regions the #OfficialSponsorsOfStayingAwake. The first-ever official sponsorship of staying awake is here. And we will continue to own this occasion where coffee has always been present but rarely celebrated. We want to celebrate the friend who sets three alarms, the group chat that refuses to sleep, and the fan who has work in four hours but still watches extra time. We are here to support them with the ultimate stay-awake drink.”

Ricard Barri Valentines, Chief Marketing Officer, JDE Peet’s: “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 transcreating them for local meaning and relevance through our portfolio of beloved local brands.”

Dr. Stephan Vogel, Chief Creative Officer, Ogilvy EMEA: “Late-night football is already a ritual for millions of fans. We saw an opportunity to turn that moment on its head to make coffee, not beer, the natural drink of staying up for the game that would also give JDE Peet’s a powerful moment.”