To elevate its “Make Moments Happen” marketing messaging in a live setting, and build momentum for a new in-store promotion and ad campaign, Nescafé Clásico on July 13 activated a sampling experience at Bayside Marketplace in Miami with a surprise-and-delight twist.
Brand ambassadors handed out samples made with Nescafé Clásico to passersby and asked, “Would you have a cup of Nescafé Clásico with a perfect stranger?” Consumers that accepted and entered the footprint were invited to sit, sip (on iced or hot coffee) and hang out with other consumers in the lounge. There were crowd-driven icebreaker games including Iced-Coffee-Breaker Bingo, where attendees would work with each other to answer trivia questions. In a branded photo booth, consumers were encouraged to snap photos and share them via #MomentoNescafé.
Consumers who completed the games and shared images were given a Nescafé Clásico branded tumbler and samples of the product, as well as an iced coffee recipe to take home. Some consumers, however, were treated to a celebrity surprise. Brand ambassadors handpicked extra eager consumers and invited them into an air-conditioned tent with a stylish waiting area. Once inside, special guest singer Ricky Martin, current spokesperson for the brand, popped in to surprise them and chat over a mug of Nescafé Clásico.
“Our key consumer is a Latino consumer here in the U.S., and we wanted to harness this Latin joy that they have, and so our key messaging this year was about ‘making moments happen’ and we wanted to inspire people to create special moments everyday—in this case, dare themselves to have a coffee break with a stranger,” says Aisha Coradin, marketing associate for Nescafé Clásico at Nestlé USA.
Nescafé Clásico filmed the surprises with Ricky Martin to use on its social media channels and in commercial spots. The singer is the centerpiece of a brand new in-store promotion tied to a VIP meet-and-greet experience. The effort in Miami followed a commuter sampling event campaign earlier this year in Chicago and Los Angeles. Agency: Alcone, Irvine, CA.