Ricoffy
Matric Results
Peek into most South African cupboards and you’ll find a familiar tin of NESCAFÉ RICOFFY, the old favourite that’s been part of family moments for generations. But in a cash-strapped economy with increasingly price-sensitive shoppers, even beloved brands can lose ground.
industry
retail
services
integrated
campaign strategy
digital
Under pressure from cheaper alternatives and seen as no longer worth the few extra rands, RICOFFY was losing relevance and market share while feeling disconnected from the realities of mainstream consumers.
We tapped into a simple truth: South Africans feel uplifted when they pause and share a moment with the people who matter most. To show that RICOFFY is central to those moments, we crafted a TV commercial about one of the country’s most emotionally charged milestones: matric results.
Following a young girl and her family as they await her marks, it captured nerves, pride and relief, with a humble cup of RICOFFY anchoring the moment and symbolising the everyday support behind big dreams.