Nescafé 3in1: Procrastination

Nescafé 3in1, a coffee brand, focused on university students in Egypt to grow popularity for the brand.

Campaign details

Brand: Nescafé Brand owner: Nestlé Entrant company: FP7 McCann, Cairo Market: Egypt Sector: Hot drinks Media channels: Online video, Social media, Television Budget: Up to 500k

Executive summary

After being hit by Egypt's drastic devaluation, Nescafé, the generic household name - and like most international brands, was being replaced by local competitor; Bonjorno.