2016 Winners & Shortlists

Brief Explanation

NESCAFÉ Arabiana instant Arabic coffee is still a relatively young brand (launched in 2013). While the brand is already successful, it has to be particularly visible during Ramadan, as Ramadan is 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 Arabic coffee, but generally purchase loose unbranded coffee from Roasteries.

The Brief

Objectives: 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 to shift purchases from roasters (unbranded coffee) to supermarket (NESCAFÉ Arabiana).

How the final design was conceived

We launched 3loom Fenjal*, a family of illustrated cups portraying the humorous side of (Khaleeji) life, who remind us and 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. In order to create standout point of sale, we partnered with Saudi brand Fyunka to design the trendy limited-edition collection of Arabic coffee cups. Her brand is known to create kitsch Khaleeji characters, with 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, yet 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%