CLIENT
NESCAFÉ MIDDLE EAST
Raef Labaky, Business Executive Officer
Arifa Hussain, Marketing Manager
AGENCY
Maya Khammar, Business Lead
Abdel Rahman Hassouna , Associate Account Director
Jaison Samuel Ben, Creative Director
Marco Albuquerque, Senior Art Director
Wael Said, Head of AV Production
Jala Fawaz, Strategic Planning Director
ZENITH
Khaled Shehab, Business Lead - Media
Chantal Hajjar, Senior Media Manager
SUMMARY
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.
