NESCAFE Decaf employed an “education, enjoyment and experience” strategy, creating firsts in magazines, and creating a relaxing after work habit of coffee drinkers: • First ever “Glow In the Dark magazine ad” demonstrated that NESCAFE Decaf can be enjoyed at night.• Magazine covers used the NESCAFE Decaf colour palette in mastheads and blurbs.• Editorial content roadblock of easy reading articles and cover gatefolds.• Experiencing NESCAFE Decaf via:- Single serve packs inserted in major magazines.- Tie-up with select magazines for evening sampling in movie premieres.- Magazines created coffee nooks in high affinity malls where people savour a cup of NESCAFE Decaf.• Also, NESCAFE Decaf branded and owned the evening TV primetime block, used radio DJ conversations to debunk the myth that coffee cannot be drank at night, and strategically timed giant LEDs, building projections and creating anticipation for a relaxing end to the day with NESCAFE Decaf.

NESCAFE Decaf volume and value shares posted growth of 12% and 10%, respectively in Sep-Dec 2010 compared to a year ago.