Product
Nestle has recently launched a new range of cafe-style instant coffee. This coffee comes in a range of delicious flavours including Vanilla, Hazelnut, Skim Latte and Caramel. The coffee is rich and frothy - just like cafe-made coffee.
Challenge
Nestle needed to reach people who liked drinking cafe coffee. The problem was that many of these people were not open to trying 'instant' coffee. Nestle wanted to get these people trying the coffee as they were confident that many would enjoy the experience and go on to purchase.
Solution
InWaiting developed a brand experience campaign for the coffee over an 8 week period in 250 InWaiting hair salons located near supermarkets and in NZ Blood Service blood donation centres throughout NZ. Both types of sites are strongly associated with coffee drinking.
Each site received a supply of the new coffee plus tent cards for advertising the coffee. They also received a range of magazines carrying front cover advertising for the coffee.
Salon and donor staff were asked to offer to clients while they were waiting.
Results
After 1 month 70 salons were surveyed for feedback. All reported high popularity of the samples, with many clients planning to purchase. The salons themselves were really taken with the coffee as it enabled them to offer clients barista-quality coffee without the time needed to prepare it. 82,000 cups of coffee will have been sampled by campaign end at mid September 2010.