Campaign details
Brand: NescaféBrand owner: NestléEntrant company: FP7 McCann, CairoMarket: EgyptSector: Hot drinksMedia channels: Online video, Social media, TelevisionBudget: Up to 500k
Executive summary
After being hit by Egypt's drastic devaluation, Nescafé, the generic household name - and like most international brands, was being replaced by local competitor; Bonjorno.
To fight the devaluation battle, our recruiter SKU, Nescafé 3in1, was assigned the task. And instead of slashing prices, the brand devoted itself to University Students, and has successfully launched two relevant campaigns in 2017 and 2018 that...