Nestlé: We kidnapped a coffee maker!

This case study describes how Nestlé promoted its 'Mini Me' Dolche Gusto coffee machine in the Czech Republic by staging a product 'kidnapping' and creating a game to save it on Facebook.

Nestlé: We kidnapped a coffee maker!

Campaign details

Agency name: Dark SideCategory: Product Launch/Relaunch/Trial campaignsCountry: Czech Republic

Background

NESCAFÉ DOLCE GUSTO is the leader in the category of capsule coffee makers in the CR. However, its competitors (e.g. TASSIMO) have been growing stronger lately, mainly due to their lower price.

DOLCE GUSTO has prepared a new model, called Mini Me, of the lower price level.

In addition to the usual consumers (families and women), DOLCE GUSTO decided to find a non-traditional channel that would appeal mostly to the young (students and young couples) this time,...

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