Nescafé: Procrastination

For the third year running, beverage brand Nescafe targeted university students in Egypt with an appealing multi-channel campaign to grow sales and take back share from its main local competitor.

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...

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