Case Studies

Nescafe Café Menu

Brand Experience in Hair Salons

THE IN GROUP
THE IN GROUP
THE IN GROUP
THE IN GROUP THE IN GROUP THE IN GROUP

The Brief

Nestle needed to reach mid to high socio women who enjoy coffee with their new café-style instant 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.

The Solution

THE IN GROUP developed a brand experience campaign in 250 hair salons located near supermarkets.

The Rollout

Salons were provided with samples to offer the new coffee to clients.

Menu cards were provided to display at hair stations to give clients a choice of flavours.

Magazines with front cover advertising were used to reinforce the brand as an indulgent treat’.

The Results

  • 82,000 cups of coffee were sampled.
  • Salons 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.
Service THE IN GROUP
Industry Food and Beverage
Back to top