Nestle has released a new video campaign to introduce its ‘Nescafe 3-in-1 Shot’ to the Egyptian market.
The Arabic ad spot was developed by the creative team at FP7/McCann Cairo in partnership with Egyptian production house Everyone.
Abdallah Hussein, Associative Creative Director, FP7/McCann Cairo said, “Nescafe wanted to release a campaign that announces its new stock keeping unit (SKU) while also boosting its original 3 in 1 packet.”
The new Nescafe product is a smaller single use packet of the pre-existing instant coffee blend. The video has a consistent theme of comedy, with satirical comparisons made with the new product’s predecessor, ‘Nescafe 3-in-1’.
The challenge was to highlight the new product that has the same consumer qualities are the original ‘Nescafe 3-in-1’.
“There isn’t much difference between both SKUs,” said Hussein. “They have the same taste, flavor and aroma. The only real comparison is their size.”
To put the new product in the spotlight, the creative team at FP7/McCann creatively directed Nescafe to focus the entire campaign around smaller size of the ‘3-in-1 Shot’.
” We hammered on the product’s features while using the size factor as an anchor for humour, creating a series of silly and sometimes nonsensical comparisons to drive the message home,” said Hussein.
Agency: Fp7McCann Cairo
Managing Director: Sondos Effat
General Manager: Nahla Hendy
Senior Creative Director: Mostafa Sherif
Creative Director: Mariam Ibrahim
Associate Creative Director: Abdallah Hussein
Copywriter: Aly Alkholy
Account Director: Miriam Edward
Senior Account Executive: Neamat El Touby
Strategy Director: Salma El Refaei
Strategy Manager: Salma Ezz
Senior Agency Producer: Sherif Ghaith
Agency Producer: Abdelrahman El Gabry
Production House: Everyone
Director: Shank
Executive Producer: Ammar Abu Shady
Head of Production: Jihad Aboshady
Line Producer: Omar El-Shafei
Post Producer: Tarek Hassan
Art Director: Ahmed Shaaban
Stylist: Nada Khedra
DOP: Victor Credi
Editor: Ahmed Assem
Sound Engineer: Hosny Aly
Grading: Ahmed El Guindy
