Ricoffy
Graduation

Our TVC and integrated campaign refreshed NESCAFÉ RICOFFY’s positioning, putting brand love back in hearts and homes. The next challenge was to keep that momentum going and prove the brand is there for every chapter of progress, not just school milestones.

industry

retail

services

integrated

campaign strategy

Even in a tough economy where many have to put their dreams on hold, South Africans still take pride in the small wins that move their families forward. We needed to reflect that truth and show that RICOFFY belongs in those moments too.

We shifted the focus from hopes pinned on the youth to the quiet determination of parents still chasing their own aspirations. Our TVC tells the story of a mother and daughter working together towards the mother’s graduation. Between early mornings, late-night study sessions, juggling work, home life and textbooks, RICOFFY became the warm thread running through their journey. It turned ordinary coffee breaks into moments of encouragement, reassurance and shared celebration.

The campaign sustained NESCAFÉ RICOFFY’s market leadership while deepening brand affinity. By telling meaningful, uplifting stories rooted in real South African experiences, RICOFFY strengthened its place as the coffee of everyday progress and family pride.