The blue mug says it all. Turkish coffee in a mug - over-caffeinated, hallucinatory, dreamy, out of touch with reality - and that's just the new campaign based on a new punchline "before anything, there's Najjar". The ad reminds us of Nescafe Cappucino's own "before anything else, there's Nescafe", not to mention the similarity between Najjar’s blue mug and Nescafe’s red mug. Another intriguing fact lies in the way the brand seems to be repositioning itself in hope of appealing to a newer and younger audience, who, strangely enough is comprised of surf enthusiasts. Tough one can argue relevance, then again, the entire matter could also have been based on the re-pitched account that called for a newer and funkier direction.