Nescafé: The sugar break up

Nescafé, the coffee brand, changed its recipe to produce mixes without sugar but managed to retain customers in the UAE.

Campaign details

Brand: NescaféBrand owner: NestléEntrant company: Publicis Middle East, DubaiMarket: Middle East & AfricaSector: Hot drinksMedia channels: Online display, Online video, TelevisionBudget: 1 - 3 million

Executive summary

Given the 50% sugar tax in Saudi Arabia, our biggest market in the region, we were presented with both a challenge and an opportunity. As a brand that was historically focused on their 3in1 (with sugar) mixes, we thought to switch up our focus to 2in1 mixes (without sugar) so that our consumers can still enjoy their favorite...

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