Shoppers hate choice and the huge selection of instant coffee variants available in-aisle means a lot of choice.
Despite 54 different SKUs, more than 75% of NESCAFÉ sales came from just two - Original and Gold Blend. As category leaders, NESCAFÉ wanted to demonstrate that they could drive shoppers down the coffee aisle to buy a wider range of products, growing category value as well as well as NESCAFÉ sales.
More Moments to Love used the Dunnhumby POS media suite to visually segment the coffee category by a range of coffee-drinking occasions, each led by a NESCAFÉ hero brand.
A simple 3for2 promotion encouraged trial of a wider range from the category, based on prospective occasions.
Sample packs from the NESCAFÉ range were sent out to Tesco BzzAgents to encourage trial and social sharing. Positive feedback drove further consideration amongst Tesco shoppers.