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: Nescafé Brand owner: Nestlé Entrant company: Publicis Middle East, Dubai Market: Middle East & Africa Sector: Hot drinks Media channels: Online display, Online video, Television Budget: 1 - 3 million

Executive summary

Given the 50% sugar tax in Saudi Arabia, our biggest market in the region, we were presented with both a challenge and an opportunity. As a brand that was historically focused on their 3in1 (with sugar) mixes, we thought to switch up our focus to 2in

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