Nescafé Bekeifi

Nescafé iced coffee in a can? Strange… but why not!

That’s why the brand has carried the tagline ‘Bikeifi’ ever since its launch, which means ‘My way’ or simply ‘That’s how I do it’, giving Gen Z the freedom to choose, even when it looks unexpected.

And since nothing unites Egyptians like football, as it is the one passion that bridges all generations and different backgrounds. We featured two players who chose their path “in their own way”, and are now inspiring millions.

So our campaign plays on empowering bold choices and never second-guessing your decisions. Through double meaning, it shows that, just like on the pitch, you can always choose your own way. In football, in life, even in how you drink your coffee.