CHALLENGE
In a highly competitive coffee market dominated by established café chains and ready-to-drink products, Alicafé needed to introduce its French Roast Iced Coffee as a refreshing, convenient alternative — one that could win over busy, on-the-go consumers without sacrificing taste or quality. The challenge was to communicate simplicity and freshness while keeping the brand’s energetic and youthful personality at the center.
INSIGHT
For consumers in the region, coffee is more than a beverage — it’s a daily ritual that fuels movement, creativity, and optimism. But in the heat of the day, they crave something lighter, cooler, and easier to prepare. They want café-quality iced coffee without the wait or complexity — a moment of instant refreshment that fits seamlessly into their lifestyle.
IDEA
The campaign “خليك فريش” / “Stay Fresh” brings this effortless energy to life — a celebration of simplicity and cool confidence. With the key message “Just add fresh milk”, the concept turns everyday moments into opportunities to recharge and refresh.
Visually, the campaign uses bold, summer-inspired tones, upbeat motion, and real-life scenarios — from delivery riders on the move to professionals on the go — showing how Alicafé keeps everyone cool and energized no matter the day’s pace.
The result is a vibrant brand expression that captures the spirit of freshness, ease, and modern lifestyle, positioning Alicafé Iced Coffee as the smart choice for anyone who wants café flavor made their way — instantly.
