Nescafé Dolce Gusto
Thanks to NESCAFÉ Dolce Gusto, you can now enjoy coffee shop quality in your own home. To help spread the word, our Experiential team made it their mission to prepare the nation for ‘coffee heaven’ at a series of events and in-store activity days around the UK.
Challenge
To increase sales of NESCAFÉ Dolce Gusto machines, as well as coffee pods to new – and existing – owners, by creating engaging experiences and events where consumers could discover the machine – and coffee – for themselves.
Solution
To achieve the required sales uplift we ran a variety of experiential activity in a key sales period – the lead-up to Christmas. And we trained an army of NESCAFÉ Dolce Gusto Brand Ambassadors to spread the word.
We visited high-profile consumer shows such as Grand Designs Live, BBC Shows and Taste of Christmas, with a bespoke branded stand and also demonstrated the product within department stores, wholesale and top-end grocers.
Integrating seamlessly with the above the line messaging for 2009, we also developed a suite of creative communications and amplification materials to reinforce the brand’s USPs.
Results
We successfully linked the above the line creative and other forms of media with our face-to-face activity and amplification materials to create a seamless, integrated campaign. The activity is still ongoing so watch this space for the results.
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