NESCAFÉ parodies tech launch events in its ‘new packaging’ ad

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.


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


Arifa Hussain – Regional Marketing Manager 

Raef Labaky – Business Executive Manager

Seif Eldeen Hamdy – Brand Manager 


Bevan Cullinan


Dreamworks Dubai

Picture Tree South Africa

Post production:


CGI Packshots:




Source: Publicis

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