UAE – McDonald's is striving to connect with Generation Z coffee-drinkers in the Gulf region, targeting young people's on-the-go lifestyles.
The campaign, entitled Every Beat of the Day, was created by the Publicis Group and taps into the Gulf region's 24-hour coffee culture. Showing how the drink can enrich everyday moments and activities, in the ad, young adults are shown doing yoga, basketball, savouring a sunset and riding a motorcycle, all while holding a cup of coffee. To give the campaign a more youthful feel, high-exposure images were combined with film to create a dynamic moving collage.
To secure its standing as a preferred café for Gen Z coffee-drinkers, McDonald’s is attempting to re-invent coffee as more than a morning drink, tapping into the region’s nocturnal culture. Companies interested in learning more about marketing to the Middle East, North Africa and South Asia (MENASA) market can read our discussion with Azeema Magazine, who are calling for better media representation of this youth culture.
Strategic opportunity
Brands targeting those in the Middle East and SWANA region should debunk myths to win their custom. Positioning these youths as nocturnal and on the go helps to reduce stereotypes based on religious values