The Unattainable Cup of Coffee.
NESCAFÉ in Egypt released a comic online film near the end of Ramadan that savours every step of making and sipping a hot coffee, then reveals there was never any NESCAFÉ, ahead of Eid.
- Brand
- NESCAFÉ
- Agency
- FP7 McCann Cairo
- Market
- Egypt
- Region
- MENA
- Year
- 2022
The challenge
NESCAFÉ's sales fall each Ramadan in Egypt: people fast for 11 to 12 hours, break the fast with traditional drinks such as karkade or jallab, and have only four to five hours before sleep. The insight was that the morning coffee people love becomes the one thing they can't have, and the craving peaks in the last ten days before Eid.
The idea
FP7 McCann Cairo made a light-hearted film in which two office colleagues fight over an imaginary sip, playing out every detail of preparing and drinking a hot cup before the payoff shows there was no NESCAFÉ at all. Aimed at loyal young Egyptians who missed their morning coffee ritual, it ran on YouTube, Facebook and Instagram from ten days before Eid, and NESCAFÉ Egypt posted it with the line 'Eid starts with NESCAFÉ'.
Results
- 40% volume growth despite a 15% price increase at the time, according to the brand's WARC Awards for Effectiveness 2023 case study
Case study source: WARC Source ↗
