Riyadh, Saudi Arabia, 26, September 2024 – NESCAFÉ proudly announces the launch of its Ready-to-Drink (RTD) cold coffee across four key markets: Saudi Arabia, UAE, Egypt, and Iraq. This launch represents more than just the introduction of a new product; it’s a bold statement of independence and individuality, encouraging today’s youth to live life on their own terms.

In a world that often pressures young individuals to conform, NESCAFÉ RTD stands out as a refreshing alternative. It champions the right to carve one’s own path, whether it comes to trends, adventures, vibes, or even something as personal as coffee preferences. The campaign centers around the powerful idea of following oneself, encapsulated by the catchy and culturally resonant tagline: “Bikeifi – that’s what I want!”

The heart of the campaign lies in the Arabic expression “Bikeifi,” which translates to “that’s what I want.” This phrase is more than just words; it’s a cultural mantra that reflects the essence of the campaign. By leveraging this expression, NESCAFÉ deeply connects with its audience, embracing the individuality that defines Gen Z. Whether they’re obsessing over K-pop culture, pursuing gaming as a profession, or engaging in extreme sports, NESCAFÉ RTD is the brand that stands by their side, supporting them every step of the way.

The launch is supported by a dynamic film featuring Gen Zers who unapologetically do things their way, all while facing the judgmental voice of an older generation. Their response? A confident, resounding “Bikeifi.” This film is complemented by striking outdoor visuals and short films tailored to resonate with each market, making the message universally relatable yet locally impactful.

Ahmed Younes – aka Fizo, CCO, Publicis Communication KSA & Egypt, commented, “Bekefi aims to connect with a generation that every brand is striving to reach, but we’re pushing the limits to rise above the clutter. It’s not enough to simply speak the language of youth; brands need to truly understand their passions, their challenges, and how they push boundaries to reach new horizons—even if it doesn’t align with our perspectives as older generations. Yes, they believe streaming is a real job, and yes, they love cold coffee in a can. “

Arifa Hussain, RTD Growth Officer – MENA at Nestlé, added, ” We were uncompromising with what we sought to achieve with our communication campaign, working closely with our creative agency partners to bring our vision to life. This wasn’t just an opportunity to launch a product; it was a chance to captivate the hearts and minds of a generation constantly pushing boundaries and redefining norms. Our goal was not only to engage but to genuinely connect with today’s youth. Together, we crafted something vibrant, fresh, and fun—yet with a deeper purpose: to deliver a message that truly resonates. ‘Bikeifi,’ meaning ‘that’s what I want’ in Arabic, is designed to cut through the noise by deeply understanding and celebrating the passions, ambitions, and individuality of today’s youth. This campaign reflects our collective commitment to meeting them where they are—whether embracing non-traditional career paths or their affinity for cold coffee in a can. We believe this authenticity will allow us to build long-lasting connections with a demographic that values brands who truly understand them.“