Tessa James, Account Director on Nestlé hot beverages at iD Experiential tells us how we're using experiential marketing to combat consumer's perception of instant coffee.
Instant coffee – it's full of nasty’s, “brown stuff in a mug” and has probably never even seen a coffee bean... it’s one of those myths you just accept as being true as instant coffee brand's don't really challenge it.
So at the back end of 2009 we decided to turn Nescafé instant coffee on its head and challenge non-drinkers to consider how Nescafe's made and what’s really in it!
The best way to do that of course is to get people completely immersed in the process – we told them the story of how coffee is made using an interactive bar unit, we showed them the coffee beans, let them touch and smell them, displayed the actual coffee bushes that the beans come from and most importantly let them enjoy drinking it.
It was quite amazing to watch people’s reactions when they learnt that instant coffee actually comes from a plant – basic but true! Have you ever seen a coffee plant?!
Of course experiencing all this inside a giant iconic Nescafé jar at the front of a supermarket added a lot to the experience – but with all the competition that exists in this category, how did we ensure the brand stayed in the front of shopper’s minds by the time they’d got to the aisle?
Keep reading and I'll tell you!
Working together with the Nestle's activation team we, for the first time, were able to achieve enormous stand-out that ensured the consumer was reminded about Nescafé at every turn in their shopping journey – from the front of store experience, to the security shrouds, foyer displays, pallet and end of aisle displays, floor and trolley media, on shelf wobblers, electroluminescent bus stops and barkers…
By ensuring that we completed the shopper journey after having started them off on a rediscovery of instant coffee, we were able deliver great results in terms of shifting perception as well as driving sales.