Campaign details
Brand: NescaféBrand owner: NéstleAgency: 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, instant coffee brand Nescafé – a generic household name – was, like most international brands, being replaced by a local competitor, in its case Bonjorno.
Our recruiter SKU, Nescafé 3in1, was assigned the task of fighting this devaluation battle. Instead of slashing prices, the brand has devoted itself to university students, successfully launching two relevant campaigns, in...