Nescafé: The sugar break up

Nescafé, the coffee brand, changed its recipe to produce mixes without sugar but managed to retain customers in the UAE.

Campaign details

Brand: NescaféBrand owner: NestléEntrant company: Publicis Middle East, DubaiMarket: Middle East & AfricaSector: Hot drinksMedia channels: Online display, Online video, TelevisionBudget: 1 - 3 million

Executive summary

Given the 50% sugar tax...