Product
Nestle has recently repackaged their premium range of instant coffee - Nescafe Gold. This coffee is positioned against Moccona for those who like a better tasting instant coffee.
Challenge
Nestle wanted to get people to taste the difference from other instant coffees. They needed to target a very defined audience.
Solution
InWaiting developed a sampling campaign in 400 metro businesses and organisations with staff fitting the Nescafe Gold targeting criteria. Businesses selected had between 30 and 1500 staff and included well known organisations such as KPMG, DataCom, NZ Police and Auckland University.
All sites agreed to display the Nescafe Gold promotion. Promotional materials included:
- A 1 month supply of Nescafe Gold: Original, Dark and Rich varieties
- Posters for display near the coffee
- Tent cards for display on coffee/lunch tables and counters
- Discount vouchers for staff
During the campaign an email promotion was sent to all sites inviting them to go in the draw for chocolates for the whole office by sending in photos of their Nescafe Gold displays. A selection of sites were also visited by InWaiting mystery shoppers to increase participation and measure compliance.
Results
2400 jars of coffee (48,000 samples) were sampled over the 1 month period. All sites visited by mystery shoppers had the promotion on display. Many sites had created very elaborate and impactful displays and the awareness in these companies was very high. Voucher redemption rate is still to be determined. A number of sites arranged bulk orders of the coffee for their offices.