Ricoffy
Celebrating 50 Years of South Africaness

NESCAFÉ RICOFFY has been part of South African life for 50 years, a familiar, comforting cup that connects families and communities. But an anniversary sticker on pack wasn’t going to cut it. To stay relevant to a younger, digitally fluent generation, the brand needed to honour its heritage while participating in contemporary culture, keeping its soul intact but updating how it shows up and speaks.

industry

retail

services

integrated

campaign strategy

digital

packaging

We started with a simple observation: daily conversations are filled with words and phrases only South Africans understand. These unique ways of speaking don’t just decorate our stories; they carry history, humour, warmth and belonging. This insight became a refreshed brand platform that celebrated South Africanness through language, brought to life through a TVC, a crowd-sourced Heritage Tin, and most powerfully, the MZANSAY™ keyboard – a mobile plug-in that recognises and autocorrects local words and slang usually flagged as mistakes.

By making it easier for people to text, chat and share the way they naturally speak, NESCAFÉ RICOFFY moved beyond nostalgia into daily conversations, inviting South Africans to shape how the brand looks, sounds and lives for the next 50 years.