With the creative materials we communicated the main product USP’s, but with an unusual creative tone, which was really unique in the instant coffee segment. With the synergy of the different media types (Segway with sampling, freecards, press with sampling, outdoor-posters, cinema sampling, internet) our message reached the target-audience continuously and with large-scale integration. And all these during their free-time activity, when they are the most responsive for trying new products.

Douwe Egberts 3in1 achieved 7% market share during the launch period, while all big competitors lost share (Nestle 64% vs. 61%, Jacobs 14% vs. 12%, La Festa 9% vs. 5% etc).This result was in on a very competitive market (more than 15 brands & variants), with minimal, 8.4% share-of-spending.