Nescafé: Without A Nescafé

Coffee brand Nescafé grew brand love and sales in Egypt during Ramadan through an online video positioning it as the first cup of coffee of Eid.

Campaign details

Brand: Nescafé Brand owner: Nestlé Entrant company: FP7 McCannIdea creation: FP7 McCann Cairo Market: Egypt Sector: Hot drinks

Executive summary

When your brand becomes the name of the category, that’s when you know you’ve won the people’s hearts and minds. For years, Nescafé has been synonymous with coffee in Egypt; giving Egyptians a whole new meaning to their mornings, one that does not begin without it.

Fundamentally associated with mornings, Egyptians consumed less coffee during the holy month of Ramadan, given that they are not...

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