Nescafé wanted their Red Mug brand to be the first thing people reached for when they woke up. The thinking is that a good cup of Joe is the just the tonic you need to start and orchestrate your day ahead.
The campaign went down so well that it was actually sold to another 6 countries and the backing song 'Brighter Mornings' became the most requested morning drive-show song on local radio stations. The success of this campaign achieved
the highest appraisal rating amongst all other global Nestlé chosen agencies with 86% efficiency, taking FP7 DXB from the No 47 Nestlé creative agency in the
world to No 5.
Red Mug "Brighter Mornings"
Nescafé’s 18-25 year old market was becoming segmented. Traditionally, coffee in the MENA region was always drunk black and sweet but with more people travelling and being educated abroad, tastes were changing because of these new, outside influences.