NESCAFÉ MIDDLE EAST

Mariam Tawfik, Client
Arifa Hussain, Client

Fullstop *Lead Agency

Mohammed Hamadah, Lead creative
Omar Mogharbel, ACD
Raheed Altowairqi, CS
Khalid Abdulaziz, Strategy
Omar Abushaar, CS
Amr Wagih, Creative
Yazeed Algarni, Copy
Muhannad Abdulrahim, Research
Michal Gonera, Planning
Fahad Alahmed, Sr. Creative Director
Ahmed Saeed, Junior Planner
Tarek Hassan, Art Director
Mai Kamel, Art Director
Reem Hani, illustrator

Zenith Media Middle East *Lead Agency

Chantal Hajjar, Media Planning Lead
Yasmine Ramadan, Media Planning

Truffle Films

The rapid price increase of the 3in1 coffee mixes related to the sugar taxation resulted in a decline in the market value. Nescafe reverted the trend by focusing on the sugarless variant. We repositioned the 2in1 from a healthier option to a customize-your-sweetness solution. In the Arab culture, people love a casual sweet talk over a cup of coffee. Sometimes, it feels too sweet. We entertained Saudis, Kuwaitis, and Emiratis with the idea that if you cannot control the sweetness of your conversation, do it with your coffee.