Tactics: Melitta Arranges Campus Sampling Through Residential Life Offices
Melitta USA is staking out college dorm rooms to build preference among the next generation of caffeine junkies. The company is seeding 36 college campuses—all in the Northeast—with a total of 300 000 coffee makers. On most campuses the units will be placed inside residence hall rooms; at commuter schools (about one-third of the campuses) the brand is getting distribution during student registration.
In addition to the Ready Set Joe One-Cup Coffeemaker Melitta is providing coeds with a filter cone coffee filters and coupons for filters and packaged coffee. To make it happen the brand largely worked through schools’ residential life offices.
Targeting individual dorm rooms was a strategic decision Chris Hillman Melitta’s director-marketing told Buzz. “We’re able to control who gets the samples and that each student only gets one. When students arrive to their dorm on the first day back… they’ll have the samples sitting on their beds ready for them.” Agency: Euro RSCG 4D Impact Chicago.