Nescafé: University Pride Season 2

Instant coffee brand Nescafé 3in1 went back to college to grow popularity in Egypt and narrow the sales gap with the competition.

Campaign details

Brand: NescaféBrand owner: NéstleAgency: FP7 McCann CairoMarket: EgyptIndustries: Hot DrinksMedia channels: Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

After being hit by Egypt's drastic devaluation, instant coffee brand Nescafé – a generic household name – was, like most international brands, being replaced by a local competitor, in its case Bonjorno.

Our recruiter SKU, Nescafé 3in1, was assigned the task of fighting this devaluation battle. Instead of slashing prices, the brand has devoted itself to university students, successfully launching two relevant campaigns, in...

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