Nestlé: Café Menu Cupspace

Nestlé's Nescafé Café Menu coffee drinks entered the market with a splash, but to maintain momentum, the company launched a campaign that centered around the brand's theme, "Make those special moments perfect." Brand ambassadors distributed sample packs in malls and other prime locations, and encouraged consumers to go online to enter a cup design and win $5,000.

Nestlé: Café Menu Cupspace

OGILVY

ENTRY INFORMATION

Category: Retail/Direct SalesCountry where program ran: New ZealandDate program started/ended: 6th November - 22nd December 2007

Product Description: NESCAFÉ CAFÉ MENU™ - a range of frothy café-style instant coffees.

Advertiser/Client Name: Nestlé New Zealand Media Channels: OtherWebsite: nescafe.cupspace.ogilvyinteractive.co.nz/

STRATEGY

Marketplace Challenge:

Facing aggressive competitor price discounting by both the No.2 brand in the segment and competitors in the wider coffee category, the NESCAFÉ CAFÉ MENU™ CUPSPACE campaign generated the trial and emotional engagement needed to drive fast brand growth, whilst also repositioning...

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