Why say no?

NESCAFÉ Arabiana
How we got people to START SAYING YES.

Arabiana_effiesboard_2016_WEB-01Saudis love their Arabic coffee. In fact, they love it so much that they instinctively say no
to NESCAFÉ Arabiana instant Arabic coffee.
The common argument – because it’s instant it can’t taste
as good as Arabic coffee made the traditional way.
But was taste really a barrier? No! Because when
they try NESCAFÉ Arabiana they actually love the taste and many can’t even
tell it apart from traditional Arabic coffee.
Still, the “no’s” kept coming.

So we developed an integrated campaign – Welcome Change – aimed at getting people
to stop saying no to a good idea like NESCAFÉ Arabiana. The humorous campaign demonstrated
the obvious foolishness of rejecting good ideas. It was brought to life on several platforms and touch points with different executions for
different mediums.Is it working? Let’s just say we’re hearing a lot more “yeses” now.
Looks like we’ve finally got people to welcome change.

effiegoldGold Effie – FMCG