INSITE OOH Media Platform

Across Cairo’s busiest streets, from Lebanon Square to Nasr City and more, NESCAFÉ’s brand-new OOH rollout makes one thing clear: saving money doesn’t mean downgrading your daily ritual.

Egyptian households are recalibrating spending, but coffee remains non-negotiable. Alas, NESCAFÉ leans into practicality with its refill pouch, framed as a smarter alternative rather than a cheaper compromise.

A few months after their last OOH pop-up, the timing of the campaign is particularly strategic, happening right before Ramadan. For households, the lead-up to the month of fasting means establishing new routines, longer days, and earlier morning suhoors. For those who rely on caffeine, this means that the food and beverage product is no longer a want but a need. The consumption of coffee products accelerates during the month of Ramadan, whether for a quick cup after iftar or as a necessary accompaniment to an early suhoor before a long day of fasting.

By placing the refill and save just before this accelerated consumption, the brand is speaking to consumers' stocking behavior. They are preparing, buying in bulk, and becoming more price-conscious, but they are not willing to compromise.

The campaign is built around a simple yet effective consumer insight. The earthy tones used on the billboards match the coffee-based hues of beige, brown, and gold, making the product feel comfortable and familiar. Additionally, the prominent positioning of the refill pack and the well-known NESCAFÉ Gold jar creates a connection of continuity and economy. The copy is simple and speaks to the consumer’s benefit: “Refill Your Jar & Save”. 

This campaign takes over space, literally, with large-format billboards and digital uni-poles in strategic areas to ensure maximum exposure during peak travel times. By placing the campaign during the day, the copy and visuals are clear and readable, while the nighttime digital boards enhance the gold tones to give a slight boost to the premium perception of NESCAFÉ Gold, despite the value proposition.

The creative communicates a smart choice for the consumer. The campaign maintains the premium perception of the NESCAFÉ Gold product while offering a value proposition to the consumer. Rather than positioning the product as a “budget coffee,” the refill option is positioned as a smart choice to “refill your jar and save.” This OOH campaign is an extension of the larger trend in FMCG advertising: value-based communication that is safe for brands.

Learn about NESCAFÉ's campaign budget, media plan, OOH kinds, and more. Just visit MOOH, the dedicated OOH media intelligence company and analysis system in Cairo and Dubai.