NESCAFÉ 3in1 changed their packaging earlier in the year. The launch of the campaign coincided with the annual Apple Keynote address; an event where Apple launches their new products and innovations; this year, the iPhone 12. NESCAFÉ tactically announced their launch by parodying tech company product events.
These tech events are often huge and impressive while sometimes brigning attention to the fact that not much has changed – this is what NESCAFÉ leaned into to remind their consumers that the coffee hasn’t changed, just the packaging.By creating a product launch, with its own lexicon of high-tech coffee-specific jargon, high-def imagery and over-the-top descriptions, they’ve parodied everyone’s go-to coffee mix into the world of new tech and let people know that their coffee wasn’t going to change.
Credits
Agency: Publicis Middle East
Abed Hassouna – Associate Account Director
Anas Shaherli – Arabic Copywriter
Jaison Ben – Associate Creative Director
Jessica van der Berg – English Copywriter
Marco De Albuquerque – Art Director
Maya Khammar – Client Service Director
Mayssa Al-Azem – Agency Producer
Raef Baskharon – Multimedia Designer
Ritu Poojari – Multimedia Designer
Sabine Abdallah – Senior Account Executive
Wassim Haddad – Digital & Social Media Director
Rana Najjar – ECD
Rafael Augusto – ECD
Client:
Arifa Hussain – Regional Marketing Manager
Raef Labaky – Business Executive Manager
Seif Eldeen Hamdy – Brand Manager
Director:
Bevan Cullinan
Production:
Dreamworks Dubai
Picture Tree South Africa
Post production:
OPTIX Dubai
CGI Packshots:
ArsThanea
Sound:
BKP
Source: Publicis
You must be logged in to post a comment Login