What do you wake up for?
May 12, 2015

Coffee, coffee, coffee. The caffeine fix that has come to the rescue multiple times for those of us who push the snooze button one too many times. Waking up with a positive mindset and seeing the glass half-full is the ultimate way to happily start off any day.

For those who are not morning people, studies have found that looking forward to something in the morning, like that habitual cup of coffee, increases your chances of having a more pleasant start to the day.

But what if it’s more than just that warm, tasty cup filled with a soothing aroma? Coffee may wake you up, but there’s more to starting the day than taking a sip of something that makes your taste buds jump for joy. That’s the premise behind NESCAFÉ’s Red Mug creative, recently launched campaign aiming at getting people to engage in thinking about what they truly wake up for.

Featuring a group of six people from Okinawa, the “What Do You Wake Up For?” documentary campaign, arrived in the Middle East with an inspiring message. It brought a message that no matter what differences people around the world have, we all share the core values of working towards achieving our goals and ambitions.  

“NESCAFÉ has always stood for brighter mornings by waking people up with the smell and taste of the quality coffee that they love. We wanted to change the region’s approach to waking up and turn it into a wholly positive experience by adding an inspiring message that would stimulate them to wake up and seize the day ahead,” said Carl Khoury, Senior Brand Manager for Nescafé at Nestlé Middle East.

The “NESCAFÉ Red Mug #IWAKEUPFOR [went] viral with over 6.5 million video views and 29 million social media impressions, inspiring people in the region to find and share what they wake up for.” After answering NESCAFÉ’s question, the below image is what was concluded based on my response: “#IWAKEUPFOR innovation.”  


So what do you wake up for? Let us know on our Facebook page (facebook.com/T3.Arabia) or on Twitter @t3me with the hashtag #IWakeUpFor. Tag us on Instagram @t3middleeast.


by micha
Micheline has a a sweet-tooth for dark chocolate and cappuccinos, an almost obsessive-compulsive aversion to dust on Blu-ray discs, and a passion for regularly playing tennis on her Nintendo Wii. Matched with her love of writing, she is the Editor of T3 Middle East's Levant English publication and English website, and the Associated Editor for the GCC English publication.
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