Create an exclusive coffee CRM programme, 'Conocedores NESCAFÉ', special for the Nescafé Diplomat & Nescafé Ristreto consumers, and identify the most valuable consumers.Recruitment Media:1. Direct Response Print Advertising (Mass Media)2. On Pack3. Website4. Drive to web/email5. Direct mail.

On Pack: 5.3%Web: 28.8%%Direct: Mail 40.0%Direct Response Print Advertising: 25.9%.The objectives of 2003 were fulfilled and they were surpassed.Total Recruitment: 46,789(Objective surpassed in a 17%).TOTAL Selected:22,251 (Objective surpassed in a 11%).