| Nestle Taster's Choice
Taster's Choice wanted to encourage trial and additional purchases of its instant coffee by means of a promotion and sampling program.
Promotion Elements
- Taster's Choice used a customized American Historic Inns, Inc. guidebook as a premium. Each 160-page guide contained a brief listing and independent review for 1,500 inns. Consumers who sent in one UPC symbol from a Taster's Choice purchase received a copy of the guidebook.
- As an incentive to encourage additional product purchase, Taster's Choice also gave out an extra prize to consumers who sent in two UPC symbols. In addition to the guidebook, consumers received a Buy-One-Night-Get-One-Night-Free Certificate honored by all inns in the guide.
- Sampling program at approximately 1,000 B&Bs. Taster's Choice designed a classy distribution container that held 300 individual sample packets of both regular and decaffeinated coffee. Because the distribution container was tastefully designed and fit in with most inns' decor, innkeepers were willing to keep it out in plain view even though it was a large item. Taster's Choice handled fulfillment of samples.
Support
- FSI
- Print advertising
- Internet
- Media PR campaign
Result
Taster's Choice successfully established itself as a quality instant coffee to both innkeepers and guests. Many innkeepers told us that they now use decaffeinated Taster's Choice instead of brewing an entire pot. Almost every guest and innkeeper commented that they were surprised by the quality of the coffee. For additional innkeeper and consumer comments, see our comments section.
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