We created an insert-ad with two, foldable mugs filled with NESCAFÉ inside a popular French morning newspaper. Consumers were invited to ‘start a conversation over a NESCAFÉ’ by finding a friend, peeling the mugs off the page, unfolding them and adding hot water. The execution was designed to create an instant moment of connection using the product. People shared their experience on Facebook and Twitter (call to action underneath mugs).

This campaign created a lot of “firsts”

-The first sampling insert ever in MetroNews France

-The thinnest coffee mug ever produced

-The first self-contained coffee mug insert in a magazine

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”.