2013 | Finalist | Best Use of Point of Sale
Advertiser: NESTLE Products Sdn Bhd Brand: NESCAFE Dolce Gusto Creative Agency: Publicis Communications Malaysia Credits: Mindshare — Cindy Chia (Director, Client Leadership), Gilbert Vicente (Associate Director), Christine Poe (Manager), Soo Wai Ching (Senior Executive), Sheryn Fong (Executive), NESTLE Products Sdn Bhd — Christophe Wyss (Senior Brand Manager)
It has been a year since NESCAFE Dolce Gusto (NDG) launched. The novelty of “coffee in capsules” has worn off. Initial purchasers of our coffee machines are not buying our refill capsules as often as anticipated. How do we remain top-of-mind and trigger consumers to replenish their capsules regularly?
Our affluent target audience shop in high-end supermarkets and purchase premium coffee products. They’re not price sensitive yet, they don’t purchase our coffee capsules often because they don’t drink it daily. Since they’re in no hurry to replenish, they eventually forget about our capsules. Thus, our strategy was to own the coffee category by reminding and engulfing shoppers in an unforgettable 4D in-store experience that triggers them to put our capsules into their shopping basket.
We launched a unique 4D experience across 70 premium supermarkets: DIMENSION #1 & #2: SIGHT & SOUND –Placed stand-alone booths and Barista looking promoters outside premium supermarkets to intercept shoppers. –Unique shelf displays that makes capsules very prominent. –In-store LED screens to extend the reach of TVCs. DIMENSION #3: SMELL –Each NDG machine brews a different flavour for a variety of coffee aromas. DIMENSION #4: TASTE –Shoppers can choose, sample and savour any flavour.
We achieved a 40% increase in sales per month through the in-store 4D experience. In addition to triggering current users to purchase their coffee capsule, we also intrigued new customers with the experience, causing online searches to increase 10 folds during that period.