Campaign details
Brand: NescaféBrand owner: Nestlé EgyptAgency: 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, Nescafé, the generic household name in coffee, like most international brands was being replaced by a local competitor, Bonjorno.
Our recruiter SKU, Nescafé 3in1, was assigned the task of fighting the devaluation battle. Instead of slashing prices, the brand devoted itself to university students, and successfully launched two relevant campaigns in 2017 and 2018, which both...