Cafe Na­j­jar

ArabAd - - CAMPAIGN -

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.

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