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The Goal
Acculturated Hispanics are familiar with selected Coffee-Mate brands but have a lower Hispanic Household, (HH) penetration. Unacculturated Hispanics are not purchasing the product because the flavors are unfamiliar. Hispanics overall typically drink coffee with milk/sugar vs. flavored creamers.
Our goal was to change these ingrained perceptions and engage trial.
The Strategy
Brand X designed a Holistic 360 Marketing Shopper Program that engaged the consumer with Nestle’s creamer brands through various media channels such as Digital, Radio, In-Store Retail Activations, TV Integrations and Experiential.
Brand X communicated the multiple Coffee Mate and Natural Bliss flavor brands, the appetite appeal and goodness of ingredients to Hispanics and ensured trial to gain repurchase over competitors.
The Results
Our Shopper Activation Program increase HH penetration and sales for CML and Natural Bliss among acculturating Hispanics in the LA Market at Hispanic Independent Grocery channels
On-Air Radio 955K Impressions
Digital/Social 919K Impressions on Social
Total Campaign Impresions 2,783,304
Media and Digital Integrations
Audio Files for Radio
Radio 01
Radio 02
Radio 03
Radio 04
Radio 05
More Work
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