| Brand | NESTLÉ |
| Product/Service | POPS ICE CREAM |
| Entrant | JWT CAIRO, EGYPT |
| Category | Foods |
| Entrant Company: | JWT CAIRO, EGYPT |
| Advertising Agency: | JWT CAIRO, EGYPT |
| Production Company: | LIGHTHOUSE FILM Cairo, EGYPT |
Credits |
| Chief Creative Officer | Ramzy Naja |
| Creative Director | Luciana El Gebely |
| Copywriter | May El Naggar |
| Agency Producer | Khaled Zaki |
| Planner | Sally Salama |
| Account Supervisor | Shaimaa El Hout |
| Art Director | Bassem Diab |
Brief Explanation
The Holy month of Ramadan came in the summer of 2009, in the peak of ice cream sales in Egypt. Our problem was that consumers prefer traditional oriental desserts (basbousa, zalabya, sawabi zeinab…etc.) in Ramadan but don’t consider ice cream a “Ramadan dessert”, which meant ice cream sales would plummet.
We wanted to spark a change in the consumers’ behavior in Ramdan, to replace their traditional desserts with ice cream, and POPS was the new innovative product that could do that.
The campaign’s strategy was to establish Pops ice cream as a challenger to traditional oriental desserts (Basbousa, Zalabya…).
The campaign’s idea: Now that Pops has launched, what would Zalabya and Basbousa vendors do? The TVCs feature 2 friends, one eating a traditional oriental dessert and the other eating Pops. After trying POPS, the other guy wonders what would happen to other desserts’ vendors.
The demand was so high that several retailers put up “No Nestle POPS available here” signs to dodge consumers’ constant inquiries. A facebook hype started around POPS ice cream where users updated their status when they found and tried Pops, and some formed a group entitled “The quest to find POPS ice cream”.