THE CHALLENGE

• To provide a team of experienced Brand Ambassadors nationwide who would attract the 35-55 demographic
• To provide a 'brandless' experience to the consumer aimed at reversing an existing negative preconception surrounding Nescafe instant coffee
• To distribute both wet and dry samples in excess of 250,000

THE SOLUTION

• Provision of a team of mature brand ambassadors to appeal to clients target market of 35-50 yo
• Provision of a Tour Manager in each state to drive van, bump in site, manage stock & staff and complete reporting/photos
• Brandless experience created for the consumer where no type/brand of coffee is communicated prior to trail, no branding on stand etc.
• Reveal card and sample given to consumers

THE OUTCOME

• Sampling distribution targets were met in all States
• The execution of bump in, activity and bump out at over 15 shopping centres nationally was flawless
• Positively altered the perceptions of over 200,000 consumers towards Nescafe instant coffee