Nescafé has taken over JBR's The Beach with a powerful digital out-of-home campaign introducing its new innovation: Espresso Concentrate. Following their latest OOH campaign in Dubai, this food and beverages product is designed to reinvent the iced coffee ritual, bringing café-standard coffee in seconds. Available in Smooth Vanilla and Black, these bottles are being offered as a hack for those who prefer coffee convenience without sacrifice. The campaign visuals are opting for simplicity and handy-ness. Massive screens and smaller digital billboards flash oversized bottles being poured into iced glasses, creating a sensory effect that feels both refreshing and indulgent. The tagline “Hack it” paired with “Pour it, mix it, hack it” captures the product’s no-fuss utility in a way that resonates with the fast-paced lifestyle of Dubai’s young, urban crowd. Touting Espresso Concentrate as a hack, the brand taps into an international language of solutions and lifestyle upgrade, placing coffee more as an act of self-expression and less as brewing. The bilingual messaging also strengthens relatability, ensuring the call to action lands across audiences. Color palettes are central. The teal and aqua gradients provide a crisp, refreshing background that is set off by the deep dark of espresso, visually reconciling the coolness of iced coffee with the heat of the city. This is followed by motion graphics showing the combination of coffee with milk and ice, carrying through the ease and creativity of the brand theme. Instead of heavy copy, Nescafé lets images do the talking, with action verbs and the product image carrying the story. This DOOH campaign declares Nescafé's plan to not only market a new product but to revolutionize iced coffee culture in the market. Strategically placed across The Beach’s busiest walkways and intersections, the campaign dominates one of Dubai’s most social and leisure-driven hubs. The sheer scale of the digital billboards ensures maximum visibility among tourists, residents, and passersby. The repetition of the bottles and glass imagery reinforces memorability while creating a cohesive brand world that is instantly recognizable. The ad hit Dubai’s digital screens in the second week of September.
