Campaign details

Brand: Nescafé
Brand owner: Nestlé
Lead agency: FP7/CAI, Part of McCann Worldgroup
Country: Egypt
Industries: Hot drinks
Media channels: Online video, Packaging & design, Television
Budget: 500k - 1 million

Executive summary

Content is shareable, meaning we can share it with our consumers and they can share more in return.

When a piece of content inspires hundreds of consumers to create their own version of it and share it with the world, then our content is a success. When Nescafé’s chants were being sung by millions, and many more created their own, the brand knew it had struck a chord. When Nescafé followed this up with a comedic series of films that were rated the best FMCG ads during Ramadan 2018, then the brand knew it had content everyone wanted to watch.

Market background and objectives