Malaysian Media Awards Winners Showcase





2012 | |

Coffeemate Stirs The Largest Romantic Couple Sampling

Advertiser: Nestle Products Sdn Bhd
Brand: Coffeemate
Creative Agency: -
Credits: -

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Challenge
Coffee drinkers are predominantly Malay males. Usually, their wives prepare the coffee. Wives are also typically the purchasers, whose buying decisions are determined by her husband’s preference. To reach the female purchasers, we’re challenged to overcome the “husband barrier” and make Coffeemate the preferred choice for both husband and wife.

Solution
Since the husband is the barrier, we brewed up a way to get his approval for Coffeemate by introducing Malaysia’s largest “Couple Sampling” that involves both the husband and wife. The wife will prepare coffee with Coffeemate for her husband. This custom-made couple sampling at point-of-sale is interlaced with a romantic theme and would lead to immediate purchase once we have the husband’s buy-in on the taste.

Execution
Our unique POS set-up resembles a café and they were strategically situated at hypermarket entrances nationwide to intercept couples before their grocery shopping. To create a romantic atmosphere, we employed a string quartet to serenade our couples. Promoters encouraged the wife to personalize her husband’s coffee and push for sales. To make the experience more memorable, we photographed these couples, uploading it immediately to our Facebook page to encourage viral publicity.

Results
100,000 couples sampled Coffeemate, leading to the highest sales peak ever of over a million cups within the first 2 months of campaign. On top of that, our FB page recruited an enormous 50,000 new fans, which is a 3-fold increase after the campaign ended in December.