McCafé: Great coffee. Simple.

McCafe, the coffeehouse chain, used the power of simplicity to make an impact in an overly saturated coffee market in the UAE.

Campaign details

Brand: McDonald'sBrand owner: Mcdonald'sEntrant company: FP7 McCann, DubaiMedia: Studio M, Dubai / UM DubaiMarket: United Arab EmiratesSector: Restaurants & takeawaysMedia channels: Online display, Online video, Outdoor,out-of-home, Print - general, unspecified, Radio & audio, Social mediaBudget: 500k - 1 million

Executive summary

This paper is an ode to the impact of simplicity. It will tell you the story of how McCafé, a new entrant to a complex category, used the power of simplicity to find its place in an overly saturated market.

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