To connect with an African American demo Nestle Coffee-mate is hitting the road to bring its café experience to events in four markets. It kicked off its tour last month at the Essence Music Festival in New Orleans followed by a stop at the National Black Arts Festival in Atlanta. Next it hits the African Festival of the Arts in Chicago and concludes at the Congressional Black Caucus in Washington D.C. On site Nestle Coffee-mate sets up a café shop filled with tasting stations serving hot and iced coffee flavored with Coffee-mate flavors. To complement the coffee consumers can sample Chocolate Biscotti Hazelnut Bread Pudding Vanilla Caramel Pecan Sandies and Chocolate Raspberry Truffles all inspired by Nestle Coffee-mate’s the World Café flavors. The treats are the creation of Chicago-based Chef Clifford Rome who is traveling with the tour to teach consumers how to bake their own treats using Nestle Coffee-mate flavors. Recipes are available at coffee-mate.com.
“The whole idea behind the Nestle Coffee-mate brand is that there’s something special about what you can create but you can do it at home ” Sarah Gilliland marketing associate-beverage division at Nestle Coffee-mate told Buzz. “We decided to go with the café concept because it’s more inviting.”
In order to access the website consumers provide brand ambassadors with personal info on site. The brand ambassadors capture the data and the consumer is automatically logged on to the Nestle Coffee-mate website featuring recipes and other brand-related content. On the website consumers can also opt to sign up for coupons by providing additional data.
Consumers who register with receive a recipe book with Chef Rome’s recipes and space to write their own.
To lure consumers into the café brand ambassadors double as dancers and singers putting on a show for passersby. Once inside the café consumers can enjoy coffee the treats and a game of checkers at two kiosks where brand ambassadors with handheld devices also collect data before folks play the game. Agencies: Attack! Marketing & Promotions San Francisco; Burrell Communications Chicago.