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Chief Marketer Special Report: Holiday Lights

Which marketers twinkled the brightest at the end of last year? Which campaigns offered the best ideas to steal for your 2014 strategies? In this Chief Marketer Special Report, we look at which efforts captured consumers’ attention—and drove measurable results for their brands.
BY PATRICIA ODELL
 
GUERILLA SAMPLING
Brand: Nestlé
Agency: Formula Street
Campaign: Camper Café—Celebrating the New Year with Nestlé Abuelita and Nescafé Clásico
 
There’s nothing like a steaming cup of coffee to warm a chilly camper’s hands, and, even better, endear that camper to the person—in this case brand ambassador—who delivers it. For the Nestlé brand, Formula Street did just that by taking to the expanses of Colorado Boulevard in Los Angeles on New Year’s Eve to sample products to the masses of consumers camping out overnight to stake out great spots to watch The Rose Parade the following day. The campers were greeted by guerilla sampling teams of 17 brand ambassadors dressed in black who walked along the parade route handing out 900 hot cups of the Nestlé Abuelita hot chocolate and NESCAFÉ Clásico instant coffee via backpack beverage dispensers. The teams honed in on parade route zones that typically have the largest attendance of overnight campers. More than 11,000 dry product samples and 5,500 coupons were also distributed. The team took time to talk up brand attributes and product information and took lots of photos that were posted on Facebook. Nestlé successfully created a positive brand image among attendees who were pleasantly surprised to receive complimentary beverages to warm them up on a cold night. “We targeted overnight campers on New Year’s Eve, rather than New Year’s Day during the actual parade which allowed the sampling team to fully engage with attendees whose attention could be focused more on the brands,” said Janet Uribe, marketing manager at the International Brands Division of Nestlé USA. “We surprised attendees with a complimentary warm beverage on a cold night to positively connect with consumers and keep the brands top of mind at the start of the New Year.”

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