Beverages

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2021 SILVER

SUGAR BREAKUP

NESCAFE 3in1 was under threat in KSA, where authorities levied a 50% sugar tax leading to a clear price increase. The solution? NESCAFE 2in1: exactly the same as 3in1, with no sugar. Our ‘Sugar Breakup’ campaign brought ‘SUGAR’ to life and dramatized its sorrow for ‘breaking up’ with coffee. Our campaign became a hit, and effectively navigated the threat of the excise tax, allowing us to stay in the lead with 188% sales growth, 33% market share growth, and a 7% increase in Absolute cups of NESCAFE mixes.

Brand: NESCAFÉ 2IN1
Client: NESCAFÉ MIDDLE EAST
Agency: Publicis Middle East
Language: English

2021 SILVER

Love At First Sip

Bringing together that feeling of the first sip of coffee post the Iftar meal to life by merging it with the dramatic series we see after Iftar as we sip our coffees via a Branded Hashtag Challenge themed: Love At First Sip

Brand: Starbucks
Client: Starbucks MENA Division of Alshaya Group L.L.C
Agency: Tiktok
Language: English

2019 GOLD

Absolut Civil Love

After decades of sectarian division and Civil War in Lebanon, we called on the Lebanese to fall in Civil Love. Inter-faith love and marriage would heal divisions in Lebanon and unify the nation. But can Civil Love really unify Lebanon if it cannot result in civil marriage? Inter-faith civil marriage is still not possible in Lebanon, so we discovered a legal loophole and brought civil marriage the closest it has ever been to Lebanese territory, only 12 miles off our shores.

Brand: Absolut Civil Love
Client: Fawaz Holding
Agency: Interesting Times
Language: English