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Anup Oommen
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Wake up and smell the coffee, marketers say

Anup Oommen
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Several marketers tell Campaign Middle East that coffee raves are not a gimmick or a passing fad, but rather a living, breathing form of marketing where creative expression, culture, commerce and ‘cool brands’ connect.

From top left, clockwise, Mohamed Ali Almadfai, CEO, Emirati Coffee; Lizelle Fitoussi, Director – Marketing, Merex Investment; Aneela Halani, Regional Marketing Manager, Haleon; Shannon Soans, Co-Founder, No Filter; Riya Vatnani, Director of Communications, Cicero and Bernay; and Alina Sukhar, Associate Business Director, Digitas Dubai. coffee ravesFrom top left, clockwise, Mohamed Ali Almadfai, CEO, Emirati Coffee; Lizelle Fitoussi, Director – Marketing, Merex Investment; Aneela Halani, Regional Marketing Manager, Haleon; Shannon Soans, Co-Founder, No Filter; Riya Vatnani, Director of Communications, Cicero and Bernay; and Alina Sukhar, Associate Business Director, Digitas Dubai.

Marketers have spoken: Coffee raves are more than just a passing fad. In an outcome-oriented market where advertisers are attempting to connect commerce to culturally attuned consumers demanding memorable experiences, coffee raves are becoming the marketing strategy of choice.

Everyone who has attended one of these brand-led coffee raves attests to its effectiveness – the aroma of ground beans, the DJ bassline in the background, the murmur along the growing queues, and interactive and immersive brand activations catered to crowds buzzing on caffeine.

It’s marketing you can feel rather than simply see, a brand moment that turns a weekday into a Saturday night. If the old tools of the


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Tags:ActivationsAdvertisingAlina SukharAneela HalaniBeeking GurungbillboardsBrand Experiencesbrand loveBrand loyaltybrand sentimentCicero and Bernaycoffee ravesCommerceconsumer connectionsconsumer demandscool brandscreative expressioncreativitycultural insightsCultureDigitas DubaiEmirati Coffeeemotional connectionexperiential marketingGen ZHaleonlearningLifestyleLizelle Fitoussimarketingmarketing budgetMerex InvestmentMohamed Ali AlmadfaimusicNo FilterRiya VatnaniShannon Soanstesting
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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