Douwe Egberts Puts Human Connection at the Heart of New Campaign

Amsterdam, October 5, 2026 – For generations, Douwe Egberts has been synonymous with moments when people come together. But the way we share our personal thoughts, doubts, and feelings is changing. Nearly half (44%) of Dutch people between the ages of 18 and 40 now use AI for personal or emotional matters. For Douwe Egberts, this trend serves as the starting point for the new campaign “Sometimes You Just Need Douwe Egberts,” developed in collaboration with TBWA\NEBOKO, HPB | Het PR Bureau, Truus, and Havas Media. Through this campaign, the brand highlights what technology cannot replace: human connection. The campaign launched in the Netherlands on October 1st.

A Campaign with a Mission

For generations, Douwe Egberts has been bringing people together. In a world where more and more personal conversations are taking place with AI, Douwe Egberts’ “Sometimes You Just Need Douwe Egberts” campaign highlights what technology cannot replace: empathy.

Although AI can feel like the easy way out, vulnerable moments call for something else: a listening ear, a shoulder to lean on, a joke to put things in perspective, or simply someone who’s there for you.

The campaign film follows a man in his mid-twenties trying to move on from a recent breakup. In his search for answers, he relies on advice from AI, but that leads him from one awkward situation to the next. A moment of genuine connection only happens when he shares a cup of coffee with his roommate. And that’s exactly what he’s been looking for all along.

The campaign then brings this story to life through large-scale outdoor advertising, radio, digital channels, and social media. Darren Cronje (Creative Director at TBWA\NEBOKO): “While AI dominates the conversation, we’re proud to have been able to contribute to bringing some humanity back into social interaction.”

The Empathy Paradox

New research by Motivaction and HPB | Het PR Bureau, commissioned by Douwe Egberts, reveals a striking tension. While the need for human connection remains as strong as ever, more and more people are turning to AI for support, understanding, and advice. “We’ve called this tension the Empathy Paradox. Human connection has been at the heart of Douwe Egberts for generations. The research has helped us translate that timeless role of the brand into this current social theme, which we’ll be exploring further in the coming period,” said Jacqueline Bosselaar (founder and CEO of HPB | Het PR Bureau).

To bring the campaign to life, Douwe Egberts and HPB | Het PR Bureau organized the Prompt Exhibition “What Would You Do If You Were Me?” in the lead-up to the Week Against Loneliness. The title refers to the most frequently asked question posed to an AI machine regarding personal topics, as revealed by the research. The exhibition featured questions that people had asked AI assistants: about feelings, relationships, insecurity, difficult choices, and conversations they were dreading. Visitors could sit down for a cup of coffee, share experiences, and engage in conversation with one another.

Future Activations

With this campaign, Douwe Egberts aims to encourage people to show empathy toward one another more often. In the coming weeks, the brand will provide an initial nudge with QR codes on its packaging. When people scan the code, they’ll see a prompt allowing their favorite AI bot to remind them that personal questions are best asked of someone they trust. In addition, the campaign will be further expanded in the coming period with social media activations, expert insights, and collaborations with social partners.

Kathelijne Malcontent, Marketing Manager for Northern Europe at Douwe Egberts: “We don’t see this as a one-time event. Human connection is a theme we at Douwe Egberts have been committed to for some time, for example through Neighbors’ Day in collaboration with the Oranje Fonds. The stories, experiences, and insights that emerge from this campaign help us find new ways to bring people closer together. Together with our social partners, we want to further strengthen this movement in the coming years.”

Credits:

Verantwoordelijk bij JDE Peet’s (Douwe Egberts): Kathelijne Malcontent, Oriana Servais, Sophie Bruinincx

TBWA\NEBOKO: Merkstrategie, campagneconcept & merkcampagne

HPB | Het PR Bureau: PR strategie, PR concept, onderzoek & expositie
Truus: Social media & social influencers

Havas Media: Mediastrategie

Source: A study conducted by the research firm Motivaction on behalf of Douwe Egberts on the role of AI in conversations and social interaction, the extent to which AI is used for personal or emotional matters, and how human connection is experienced. The study was conducted among 1,505 Dutch people aged 18 to 40 in August/September.