2020/2021 Winners & Shortlists

Background

In 2020, the whole range of Nescafe 3in1 was being revamped in terms of look & feel. But the coffee recipe was staying the exact same, and that’s the message we needed to get across. This message needed to be clear, as NESCAFE are the favourite coffee mix in the market and people needed to know their coffee hadn’t changed. As the biggest and most loved brand, we had the influence and credibility to speak about our look and feel revamp in a huge way rather than a 'new look, same great taste' applied to new collateral. The objective was to drive awareness of the new NESCAFE 3in1 look while reassuring consumers that it is the same GREAT TASTE they love. Simply, it’s the same recipe that consumers love.

Describe the strategy

One of NESCAFE 3in1’s core strategies is to drive engaging experiences for consumers through continuous improvement of the look & feel of their products, as maintaining their trendy look increases relevance towards their core target who always look for up to date products & services. This will eventually lead to incremental consumption, and stronger reasosn to buy. This also enables NESCAFE 3in1 to continue leading category growth and remain a market leader with a value proposition not related to price cutting, but a unique consumer and consumption experience. And so, NESCAFÉ 3in1 changed their packaging and needed to announce that the recipe hadn't changed, just the look. Our target audience is young trendy people across the Middle East. People consuming global content while staying in touch with their traditions. We needed to create awareness in line with how they currently consume content - on YouTube, Instagram and streamed events.

Describe the execution

The timing of the announcement coincided with the renowned annual Apple Keynote address; an event where Apple launches new products and innovations. What’s more, NESCAFÉ 3in1 drinkers are the same audience attracted to the Apple events - young people at the front row of culture. Hypebeasts. Many tech events are huge and impressive while sometimes brigning attention to the fact that not much has changed – this is what NESCAFÉ leaned into to remind their consumers that the coffee hasn’t changed, just the packaging. So NESCAFÉ announced the change by parodying tech company product launches. The campaign included a tech guru, ‘world-class designers’ and high-definition product shots. By creating a product launch, with its own lexicon of high-tech coffee-specific jargon, high-def imagery and descriptions, they’ve parodied everyone’s go-to coffee into a tech world

List the results

Reach: 19 million Impressions: 66 million Views: 16.9 million Shares: +3K Total Engagement (YT / FB / Instagram): +100K Business results: 25% uplift in sales (in times where sugar excise taxation was implement in KSA) In a saturated market/category where gaining market share of a 0.5% is a success, we've managed to gain 0.9% increase in MS in KSA & 1.9% in UAE.