Create an exclusive coffee CRM program, “Conocedores NESCAFÉ”, special for the Nescafé Diplomat & Nescafé Ristreto consumers, and identify the most valuable consumers.Recruitment Media1. Direct Response Print Advertising (Mass Media)2. On Pack3. Web Site4. Drive to web / e-mail5. Direct mail

On Pack5.3%Web28.8%%Direct Mail40.0%Direct Response Print Advertinsing 25.9%%The objectives of 2003 were fulfilled and they were surpassedTotal Recruitment:46,789 (Objective surpassed in a 17%)TOTAL Selected:22,251 (Objective surpassed in a 11%)