Brand: Nescafé Dolce Gusto
Brand owner: Nestlé
Lead agency: Wunderman Dubai
Contributing agencies: Zenith
Country: Middle East & North Africa
Industries: Hot drinks
Media channels: Merchandise & free gifts, Online video, Point-of-purchase, in-store, Social media
Budget: 500k - 1 million
When it came to coffee machines, Nescafé Dolce Gusto was not necessarily in the consumer’s mind-set. Moreover, it was a brand perceived as western, which is always a bad thing in a region like the Middle East, that prides itself on its traditions.
The brand had to find a way to play a role in culture. Through research, we found that potential consumers had coffee or tea corners in their homes (much like home bars in western houses), which unveiled a cultural truth: in the Middle East, hospitality is about going above and beyond.