Nescafé: University Pride Season 2

Instant coffee brand Nescafé 3in1 went back to college to grow popularity in Egypt and narrow the sales gap with the competition.

Campaign details

Brand: Nescafé Brand owner: Néstle Agency: FP7 McCann Cairo Market: Egypt Industries: Hot Drinks Media channels: Online video, Social media, Television Budget: 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.

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