Nestle - Rose Parade

Story

To capitalize on the high attendance at The Rose Parade, Nestlé tasked Havas Street with executing a sampling program on New Year’s Eve to build brand awareness and encourage trial of Nestlé Abuelita and NESCAFÉ Clásico among consumers camping overnight. Havas Street coordinated a guerilla sampling team of 17 brand ambassadors to walk along the parade route to distribute wet samples of the hot chocolate and instant coffee brands via backpack beverage dispensers, along with dry product samples and coupons. The team relayed key brand and product information, and posted photos to the brands’ Facebook pages throughout the night to increase their online presence. 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.

Tactics

  • Increase brand awareness in Los Angeles for Nestlé Abuelita hot chocolate and NESCAFÉ Clásico instant coffee
  • Drive consumer trial and purchase
  • Create a positive brand image and capitalize on attendance of one of the largest events in the market

Results

  • Distributed 900+ wet product samples and 11,500+ dry product samples of both brands
  • Handed out 5,500+ coupons to drive retail traffic
  • Engaged with more than 5,500 consumers, generating positive brand awareness and recognition
  • Chief Marketer magazine spotlighted the campaign as an “idea to steal” in its special report on the smartest campaigns to capture interest and drive results

Havas Street

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.321.4042
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

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