Campaign details

Brand: Nescafé 3in1
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 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, the brand knew it had created content that everyone wanted to watch.

Market background and cultural context