Najjar tried, really tied - among others here. But let us face it, coffee means Nescafe. Well, it's not like they are inventing it, but for a whole generation, the two words a synonymous. Nescafe simply said it out loud and shouted it out in the open. Sure sure, they promoting their own 3 in 1 (coffee, cream, sugar) which comes in sachets as far as I know. But that is beside the point, saying it as it is, basically, cuts all corners on the competition because well, it's not like they are lying or anything. Interestingly coming from a behemoth like Nescafe, the campaign was a little "shy" in terms of exposure. I did see it on several billboards but not exactly like if it was a blitz or anything. Still, now it has been said.