Position Senseo as the uplifting coffee companion of the Tour de France, making the brand more relevant to younger audiences. The campaign brings Le P’tit Café des Vrais Moments to life to drive emotional connection, brand desirability and purchase intent during the peak sales season.

The Tour isn’t just about its biggest moments, it’s about the moments in between. This gives Senseo the opportunity to own an untapped emotional territory, where warmth, grounding and small moments of uplift create meaningful connections with fans.

A Tour de France campaign built around the idea « Senseo, Le P’tit Café qui Réveille le Tour« , activating the brand before, during and after every stage through three key pillars:

• Always-on Tour presence across TV, OLV, OOH/DOOH, social content and on-the-ground activations, making Senseo the uplifting companion of every stage.
• Daily social storytelling, with the community manager bringing coffee and energy to fans through authentic content celebrating the Tour’s quiet moments.
• A grand finale with Michael Youn, transforming the brand’s uplifting role into a spectacular activation, amplified through social, PR and video content.