Pilot Programs: Melitta Unwraps Euro Café In Philadelphia Rolls Sampling Effort - Event Marketer

Pilot Programs: Melitta Unwraps Euro Café In Philadelphia Rolls Sampling Effort

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If a moveable European-style sidewalk café environment boosts sales in
Philadelphia the concept could emerge as a bigger part of the
marketing mix for Melitta USA. The coffee marketer the No. 5 premium
brand last Saturday launched a six-week Euro Café Tour that will bring
free java and pastries bistro tables and chairs and classical music
to city streets and consumer events.


“We’re looking at this not as a one-time program but as a new face for
the Melitta coffee brand ” Chris Hillman marketing director told
Buzz. “We certainly anticipate we’ll be utilizing these types of events
more in the future.


“In the past our consumer support plan centered on more traditional
consumer promotions. But we’re transitioning the brand more to
experiential marketing to connect with consumers and give the brand
more of a discernable personality and to reinforce our ‘European
indulgence’ positioning.”


The brand plans 30 event days through early June; stops include the
University of Pennsylvania campus train stations shopping centers
and the Dad Vail Regatta. At the events visitors receive eight-ounce
samples and baked goods from Philly’s own Termini Bros. bakery. Guests
can take home CDs of the classical music being played—discs also
include Melitta coupons—and are encouraged to enter a sweeps for a trip
to France Germany or Italy. Melitta will track local sales spikes
coupon redemption and hits to a tour-themed web site. Agency: Euro RSCG
Impact Chicago.

Separately Melitta also launched a supermarket sampling effort aiming
to get consumers to think about its coffee estates the same way they do
about wineries. “Down the road we’re hoping that consumers will shop
for coffee like fine wine asking for coffee from certain estates “
Patricia Poole the brand’s associate product manager-coffee told
Buzz. Reps hit the road in mid-April; they’ll make two four-hour stops
per day—400 total visits—at Big Y Shaw’s Stop and Shop and other
grocers before the effort wraps in December.


The initiative also will take aim at rival grocery brands. “We want to
show consumers an upscale product that can compete with Starbucks and
Millstone. We want to show consumers there’s a point of differentiation
with this product and that it has a story behind it ” Poole said.


Reps talk up the coffee’s estate origins and hand out eight-ounce
samples product information and $3 coupons. Agency: Gigunda Group
Manchester NH.


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