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,...