The first thing that caught my attention in Café Najjar’s latest commercial was the guy using a mug, not the traditional Lebanese coffee cup, to drink the coffee but that’s not the first time Café Najjar uses a mug in one of its ads.
In fact, I found an older commercial in the “Wen fi Lebnene Fi Najjar” campaign where they are drinking in a mug and there’s a good explanation behind it.
Café Najjar is targeting young Lebanese who usually drink their coffee in a mug and are no longer used to Lebanese coffee or maybe find it too strong. Everyone I know at the office or in my surrounding drinks coffee in a mug so it’s smart to target this audience and introduce them to a Lebanese product that’s definitely better tasting than lousy coffee sachets.
Here’s how Najjar explained it:
The Ad brings out a feeling of national pride, reminding Lebanese they have a rich heritage to be proud of, with wonderful shots of the nation’s ocean and coastlines, old souks, customary houses and enchanting method for life…Yet the new confronts, look, feel and sound of the brand have an unmistakable message: Najjar is the inspiration for all coffee drinkers the brilliant peered and the driven youth, since its taste, appeal and spirit are ageless. Café Najjar promises to show the best of Lebanon for the Lebanese everywhere in the World. We thank you for being a loyal consumer. We appreciate all your comments and looking forward for more expansion
I loved the latest “Chef” ad better than the “Surfer” one, it feels more “Lebanese” and the cutest Keira (the little girl) is in it.
One thing though that they should have emphasized on is how to prepare Cafe Najjar in a mug because a mug of Lebanese coffee has way too much caffeine in it, or maybe launch a coffee machine that does it? I found a recipe in the comments for those interested:
For one cup of Cafe Najjar brew:
We need 60ml water with 1 spoon of grind coffee.
For 2 cups of Café Najjar brew:
We need 120 ml with 2 spoons.
For a kettle of 3 cups Café Najjar:
We need 180 ml with 3 spoons.
I’m not a heavy coffee drinker but I will prepare it for my wife this week and see if she likes it.