There is always competition in every Held of industry, especially in the food and beverage industry, specifically instant coffee. Competition in the instant coffee market in Indonesia is quite difficult, because there are brands familiar to the people of Indonesia for a long tint. As a new player in the market, JJ Royal Coffee launched one of its products, JJ Royal Coffee Tubruk. Become a challenge for JJ Royal Coffee Tubruk to compete and attempt to establish his name in the minds of consumers. It takes a good promotion strategy to build brand image, in this case the publicity to be one of the main weapons JJ Royal Coffee Tubruk to build the desired brand image. This study used a qualitative approach to data collection methods with interviews and observations. Interviews were conducted on a Brand Manager and Project Manager of JJ Royal Coffee. At the stage of data analysis using the data coding process so that has meaning. The coding process includes the process of managing data, organize data into a pattern category. From the research, it was found that it is very important to conduct a publicity campaign that emphasizes strategy to build the brand image in such conditions that JJ Royal Coffee has.