Nestlé: Getting Nesfrappé in opinion formers hands
by Sian Packer
Earlier this year, we received a brief from Nestlé to execute an experiential sampling campaign for a new drink in the company’s portfolio – Nesfrappé – a chilled latté drink. Although Nestle had previously soft-launched a host of products through mass sampling, our thinking was to develop a targeted approach by sampling to key opinion formers. As opposed to quantity, our response to the brief focused on quality of serve and experience in order to generate positive brand association amongst the correct demographic.
Creative material was developed specifically for the activity, in line with the ATL campaign. This was used across all campaign elements, including a bespoke Piaggio Ape three-wheel van, purchased for the activity and customised with a chiller unit. This was used as a moving billboard, generating awareness throughout its travels in London and also as a backdrop during stationery sampling.
In order for the activity to be as effective as possible, we identified key consumption periods each day, key locations and events to travel to. From targeting media offices in the morning to exclusive events at night, we visited areas such as Shoreditch, Camden and Soho and attended the best events during the period including Stag & Dagger, Mucha Marcha at Proud and Sunday Best.
The customised Ape vehicle enabled flexibility and facilitated us being at the best places at the best times. It also meant we could move locations if a secret launch / event was announced at short notice. All of our handpicked staff, experienced in chilled product sampling, were given jetpacks to store the product, so the quality of serve, at the correct temperature, was always guaranteed.
The month long campaign ensured sufficient presence in the market place and the consumer feedback on the product was great with many people confirming that they would purchase at retail.
