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 announces to the world their new products and innovations. This year, it is the iPhone 12 that was revealed. Hence, NESCAFÉ decided to announce its new look by parodying tech company product events.
These tech events are often huge and impressive only that sometimes one realizes that not much has changed in the product itself – this is what NESCAFÉ leaned into, reminding their consumers through a series of quirky short videos that the coffee hasn’t changed, just the packaging.
The parody is tip-top, as the creative team at Publicis ME got everything right to look real: from the tech guru, to ‘world-class designers’ and high-definition product shots.
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 ME
Associate Account Director: Abed Hassouna
Arabic Copywriter: Anas Shaherli
Associate Creative Director: Jaison Ben
English Copywriter: Jessica van der Berg
Art Director: Marco De Albuquerque
Client Service Director: Maya Khammar
Agency Producer: Mayssa Al-Azem
Multimedia Designer: Raef Baskharon
Multimedia Designer: Ritu Poojari
Senior Account Executive: Sabine Abdallah
Digital & Social Media Director: Wassim Haddad
ECDs: Rana Najjar & Rafael Augusto
Client:
Regional Marketing Manager: Arifa Hussain
Business Executive Manager: Raef Labaky
Brand Manager: Seif Eldeen Hamdy
Director: Bevan Cullinan
Production:
Dreamworks Dubai
Picture Tree South Africa
Post production: OPTIX Dubai
CGI Packshots: ArsThanea
Sound: BKP
