Brief Recap
The strategic objective is giving RTD a new meaning and establish Nescafe as a pioneer in Cold Coffee with its launch, owning a much larger share of total liquid beverages, by switching consumers from OOH coffee and CSDs and converting from hot occasions. To have an adaptable campaign yet has unique insights for each of the markets.
The strategic objective is giving RTD a new meaning and establish Nescafe as a pioneer in Cold Coffee with its launch, owning a much larger share of total liquid beverages, by switching consumers from OOH coffee and CSDs and converting from hot occasions. To have an adaptable campaign yet has unique insights for each of the markets.
Strategic Proposition:
In a world and a time where you are expected to follow expectations, Nescafe RTD encourages you and reminds you of the freedom you have, as a young explorer, to FOLLOW YOU
In a world and a time where you are expected to follow expectations, Nescafe RTD encourages you and reminds you of the freedom you have, as a young explorer, to FOLLOW YOU
Markets
KSA, UAE, EGYPT & IRAQ
KSA, UAE, EGYPT & IRAQ
Creative:
In a world where you are expected to follow expectations, remember the freedom you have, to FOLLOW YOU.
When it comes to trends. FOLLOW YOU.
When it comes to adventure. FOLLOW YOU.
When it comes to vibes. FOLLOW YOU.
SO, When it comes to your coffee..
WHY WOULDN’T YOU FOLLOW YOU?
They say: Coffee in a can? We say: Why not?
You say:
THAT’S WHAT I WANT
بكيفي
In a world where you are expected to follow expectations, remember the freedom you have, to FOLLOW YOU.
When it comes to trends. FOLLOW YOU.
When it comes to adventure. FOLLOW YOU.
When it comes to vibes. FOLLOW YOU.
SO, When it comes to your coffee..
WHY WOULDN’T YOU FOLLOW YOU?
They say: Coffee in a can? We say: Why not?
You say:
THAT’S WHAT I WANT
بكيفي
The Campaign:
Short attention We launched RTD in 4 markets: KSA, UAE, Egypt and Iraq.
Film
We’re turning the traditional campaign model on its head to meet Gen Z where they thrive. With their short attention spans and appetite for the new and unexpected, this generation is anything but conventional. They’re always in the know, constantly evolving. So, we kicked things off with punchy, market-specific content snippets, crafted directly from local insights. Then, we dropped the main film—a bold, attitude-driven piece that speaks directly to the energy and mindset of today’s Gen Z. All of this while driving home one powerful concept: Bikefi.
KSA
MAIN FILM
Egypt
UAE - English Version
The same dynamic energy of the film will carry through to our KVs, seamlessly blending lifestyle and product shots to complement each other. Each lifestyle shot will be inspired by a Gen Z insight, capturing their bold choices and unapologetic attitude. Whenever the older generation questions their decisions, the response is clear and confident: Bikefi. Whether it’s about their unique style, their choice of coffee in a can, or their unconventional lifestyle, the answer is always the same: Bikefi.
Credits:
Chief Creative Officer: Ahmed Younes aka Fizo
Creative Director: Tonie Tannous
Senior Art Director: Abir Al Akkari
Senior Copywriter: Hamzah Elsherif
Art Director: Nada Bakkar
Art Director: Dala Bahgat
Copywriter: Manal Al Ghadeer
Manager Creative Services: Marwan Fizo
Head of TV production: Shereen Mostafa
Associate Producer Director: Joumana Haddad
Associate Producer Director: Ahmed Ruby
Business Director: Hussein El Sayed
Senior Manager: Katia El Awar
Executive: Sameh Younan
Chief Strategy Officer: Tahaab Rayes
Senior Strategy Manager: Dalal Karim
Strategy Manager: Hessah Althubaiti
Creative Director: Tonie Tannous
Senior Art Director: Abir Al Akkari
Senior Copywriter: Hamzah Elsherif
Art Director: Nada Bakkar
Art Director: Dala Bahgat
Copywriter: Manal Al Ghadeer
Manager Creative Services: Marwan Fizo
Head of TV production: Shereen Mostafa
Associate Producer Director: Joumana Haddad
Associate Producer Director: Ahmed Ruby
Business Director: Hussein El Sayed
Senior Manager: Katia El Awar
Executive: Sameh Younan
Chief Strategy Officer: Tahaab Rayes
Senior Strategy Manager: Dalal Karim
Strategy Manager: Hessah Althubaiti
Production | film:
Production House: Good People
Director: Maged Nassar
Production | visuals:
Photographer: Ahmed Othman
Photography Team: Donna Gouda
Production House: Good People
Director: Maged Nassar
Production | visuals:
Photographer: Ahmed Othman
Photography Team: Donna Gouda