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