Nescafé: Procrastination

For the third year running, beverage brand Nescafe targeted university students in Egypt with an appealing multi-channel campaign to grow sales and take back share from its main local competitor.

Campaign details

Brand: Nescafé Brand owner: Nestlé Egypt 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, Nescafé, the generic household name in coffee, like most international brands was being replaced by a local competitor, Bonjorno.