Nescafé / Egypt / 2025Film
Go Big or Go Small.
As money got tighter in Egypt, Nescafé launched a smaller 3-in-1 Shot. Instead of hiding it, the film matched each size to a moment: go big for a long night, go small for a quick fix.
- Brand
- Nescafé
- Agency
- FP7 McCann
- Market
- Egypt
- Region
- MENA
- Year
- 2025
The challenge
Inflation was squeezing spending, and the entry says shoppers equated cheap coffee with bad coffee and were tired of value messages.
The idea
FP7 McCann Cairo presented Nescafé 3-in-1 Original and Shot as equals, each suited to different situations, through a quick run of exaggerated scenes. Everyone Films produced.
Results
- 20% of lost Nescafé 3-in-1 volume recovered within two months, against a 15% target, according to the Dubai Lynx entry
- Penetration up 3.4% to 38.8%, and Original consumption up from 15 million to 21 million cups a month, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2026Film – Market DisruptionBronze
Credits
- Creative agency
- FP7 McCann Cairo
- Production
- Everyone Films
- Managing Director, FP7 McCann
- Sondos Effat
- Regional Chief Creative Officer, FP7 McCann
- Federico Fanti
- Executive Creative Director, FP7 McCann
- Mostafa Sherif
- Creative Director, FP7 McCann
- Mariam Ibrahim
- Associate Creative Director, FP7 McCann
- Abdallah Hussein
- Senior Copywriter, FP7 McCann
- Aly ElKhouly
- Head of Branding, FP7 McCann
- Ziad ElSamahy
- Senior Art Director, FP7 McCann
- Ahmed Osman
- General Manager, FP7 McCann Cairo
- Nahla Hendy
- Group Account Director, FP7 McCann
- Reem ElGabaly
- Account Manager, FP7 McCann
- Neamat ElTouby
- Strategy Director, FP7 McCann
- Salma ElRefaie
- Agency Producer, FP7 McCann
- Abdelraman ElGabry
- Executive Producer, Everyone Films
- Ammar Abu Shady
- Head of Production, Everyone Films
- Jihad Aboshady
- Line Producer, Everyone Films
- Omar El-Shafei
- Assistant Producer, Everyone Films
- Hana Wafa
- Post Producer, Everyone Films
- Tarek Hassan
- Bidding Producer, Everyone Films
- Ahmed ElSerafy
- Bidding Producer, Everyone Films
- Ahd Ahmed
- 1st Assistant Director, Everyone Films
- Seif El Gabri
- 2nd Assistant Director, Everyone Films
- Sarah Abdullah
- Art Director, Everyone Films
- Ahmed Shaaban
- Assistant Art Director, Everyone Films
- Fatma Shaltout
- Stylist
- Nada Khedra
- DOP Lighting Cameraman
- Victor Credi
- Production Manager, Everyone Films
- Hadi Hamed
- Production Manager, Everyone Films
- Mohanad Hamed
- Focus Puller, Everyone Films
- Zeina Khalil
