Strategically, we worked with the media team to find the right publication that could deliver the highest impact for the campaign. Since NESCAFÉ is mostly consumed in the morning, we implemented the campaign in a popular morning newspaper called Metronews. This particular publication is given out in a high-traffic area (i.e. the metro station) while people are commuting to work. This touchpoint allowed us to maximize reach and penetration with a target that is already pre-dispositioned to using the product (i.e. a coffee in the morning). In a practical way, this touchpoint is the first point of contact for most people in metropolitan France, so they are socialized to being receptive to similar offers.

Of the limited-run inserts we gave out at the launch of the campaign, consumers responded positively. Most consumers instantly opened the newspaper and peeled the mugs off the page. Some even said the name of the person they were going to share the NESCAFÉ with. A few consumers even came back for a second copy of the newspaper! Qualitatively, consumers responded with intent to use the mugs when they got to their final destination and believed the activation really connected to the proposition of “It all starts with a NESCAFÉ”.