2016 Winners & Shortlists

Brief Explanation

NESCAFÉ Arabiana instant Arabic coffee is still a relatively young brand (launched in 2013). While the brand has been successful, it has to be particularly visible during Ramadan, as it’s the season when Arabic coffee consumption is at its highest – and therefore critical to Arabiana sales volumes Our target is young, modern Saudi youth. They look for ways to keep up with the world today…while holding onto traditions they hold dear. They are frequent drinkers of traditional Arabic coffee, but generally purchase loose unbranded coffee from Roasteries.

The Brief

The brief: Design a promotion and in-store concept that cuts through the Ramadan clutter while being true to the quirky modern tone of NESCAFE Arabiana. The goal was to increase brand awareness leading to trial and sales, and change purchasing habits: from roasters (unbranded coffee) to supermarket (NESCAFE Arabiana).

How the final design was conceived

As a new brand, (and the first of its kind in the instant Arabic coffee category) NESCAFÉ Arabiana needed to (1) be very clear that it was instant Arabic coffee, and to (2) strengthen the brand’s “Saudi-ness”. We launched 3loom Fenjal*, a family of illustrated Arabic coffee cups portraying the humorous side of (Khaleeji) life, whose adventures remind us that a good cup of Arabic coffee always brings the family together. In-store, to answer the brief, we ran a consumer promotion that rewarded purchases with free cups. To create standout point of sale, we partnered with Saudi brand Fyunka, to design a trendy limited-edition collection of Arabic coffee cups. The brand is known for its kitsch Khaleeji characters, and has high perceived value amongst our audience. Sleek promo packs were also created with complementary in-store support. Point of sale was designed to be modern, and sleek. We worked closely with suppliers in selecting premium printing materials to reflect the premium, modern feel of NESCAFÉ Arabiana.

Indication of how successful the outcome was in the market

• Awareness: Objective was to increase from 17% to 33%. Achieved: 44%. • Usage: Objective was to increase trial from 2% to 8%. Achieved: 14%. • Sales: Objective: +30% vs. previous period. Achieved: +90% • Market Share: Objective was to increase from 14% to 18%. Achieved: 22%