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.

By targeting people who watch live product launches, product drops and countdowns, we aimed our messages in their direction.

Many tech events are huge and impressive while sometimes bringing 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.

We know our audience, young digitally savvy coffee drinkers, who thrive on being in the know. These are your Ted talks viewers, don't miss a keynote-launch thrill seekers. These are the people who want to get their opinions heard, because they believe they are industry and category "experts" or dare we even say influencers.

So, we targeted them, along with publications and industry relevant content creators....with our main film video, and re-targeted with the support media to really drive the message home. And drive the message home we did. Our audience loved the idea and were eager to share, helping the campaign achieve phenomenal organic results and word of mouth.

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

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.