Mourning Morning Coffee.
Nescafé in Egypt used humour to show that Ramadan moves coffee drinking to after iftar and suhoor rather than stopping it, breaking the brand's habit of going quiet in the holy month.
- Brand
- Nescafé
- Agency
- FP7 McCann Cairo
- Market
- Egypt
- Region
- MENA
- Year
- 2025
The challenge
Fasting removes the morning cup that drives Nescafé's sales, so Ramadan had long meant lower sales and little visibility for the brand. Before the month, people also loudly 'mourn' the morning coffee they expect to give up.
The idea
FP7 McCann Cairo built the film on observation and rhetorical questions, showing everyday moments where people who swore they would miss coffee still drink it at night. The key visual's line, 'العادي في رمضان' (the usual in Ramadan), presented the shift as normal instead of asking anyone to change their habits.
Results
- Value sales up 110% and volume up 55% on 2024, according to the Dubai Lynx 2026 entry
- Household penetration up 2% in Ramadan 2025, after a 9.7% fall in Ramadan 2024, according to the same entry
Case study source: MENA Effie Awards Source ↗
