With the creamers category struggling to overcome years of habit among Malaysians who used sweetened beverage creamers in their coffee, the category leader CoffeeMate needed a new approach to convert consumers. Interestingly, a milk deprivation study done overseas showed that repeated usage of CoffeeMate over 5 days acclimatized consumers to its taste resulting in conversions and repeat purchases. The idea was the “5 Day, 5 Cup Challenge” where Malaysians were encouraged to use CoffeeMate over a continuous 5 day period. The response was overwhelming with runaway sales.
What was our strategic communications challenge?
The Creamer category in Malaysia is fighting years of habit with Sweetened Beverage Creamers (SBC). SBCs over time have become a subconscious purchase for Malaysians. The challenge for COFFEE-MATE in Malaysia is to disrupt this habit, stimulate trial and ultimately convert coffee drinkers to use COFFEE-MATE instead. This task is further complicated by the fact that the battle is not just between brands but between the two categories of SBC and Creamers. Today SBCs command a 3/4 market share versus COFFEE-MATE at only 1/5 of total coffee cups creamed. (Source: Nestlé National Account Management average scan data sales – Oct 2007)
With a dominant share in the powdered Creamers category of 85% , the onus is on COFFEE-MATE to champion the Creamers category and break the stranglehold of SBCs. As can be inferred, this is unlikely to be an easy task. (Source: Beverage ATP tracking & AC Nielsen ND06 Retail Audit)
The barriers for COFFEE-MATE:
Acquired taste
SBCs have a distinctively sweet taste that appeals to the taste buds of our main Malay consumers. This taste has been acquired over generations, making it difficult for them to switch to any beverage creamer less sweet. Despite the rise of health consciousness, giving up taste for most consumers is still very difficult if not impossible.
Variety of usages
SBC traditionally also possessed multiple usages such as making cakes and cookies, spread for breads, and added into other beverages such as Milo/ Vico (cocoa-based drinks) and tea. Consumption is not limited to in-home; it is widely served at F&B outlets. One of our challenges is to convince consumers they do not have to replace their SBCs with COFFEE-MATE but add it into their purchase basket specifically for coffee.
Price
There is also an underlying perception that COFFEE-MATE is expensive; SBCs are sold in tin containers that hold a smaller quantity, hence carry a lower price for each tin compared to each pack of COFFEE-MATE. The habit of SBCs is so ingrained that most consumers are unable to see that in terms of price-to-quantity ratio, COFFEE-MATE is actually cheaper.
What were our campaign objectives?
Quantifiable (Business Objectives):-
- To increase volume sales for 2008 by 5%
Perceptual/ Attidudinal (Communication Objectives):-
- To increase brand awareness for COFFEE-MATE and reinforce the brand role as ‘the taste optimizer’ – coffee tastes better with COFFEE-MATE. The idea was to focus on coffee drinkers and convince them that if they loved their coffee, they should be using COFFEE-MATE and not SBCs.
- Highlight that COFFEE-MATE is “value for money”.
What was our big idea?
“COFFEE-MATE 5 days-5-cups Taste Challenge”
How did we arrive at the big idea?
In 2006, a milk study conducted lead to a few enlightening ‘acclimatization’ insights:-
- Most milk users would acclimatize and appreciate the benefits of COFFEE-MATE after consuming coffee made with it.
- Research and studies also showed that after one week of using COFFEE-MATE, 53% of non-users and 49% of lapsed users commented that they would use COFFEE-MATE to replace milk as their choice of creamer. In addition, some 95% of non-users and lapsed users were still using COFFEE-MATE eight weeks after the study. (Source: Nestlé Project White Plains, 2006)
This meant one simple thing; the more people used COFFEE-MATE the more likely they were to switch away from SBCs. This gave rise to the “5 days-5 cups Taste Challenge”.
Our campaign proposition was “Coffee tastes better with COFFEE-MATE even when there are other milks around, and it makes more cups.” It communicates to our consumers that coffee whitened with COFFEE-MATE tastes smoother, richer and creamier. At the same time, it makes more cups of coffee.
How did we bring the idea to life?
The campaign idea was brought to life with the following in mind:-
- Increase awareness and consideration: We engaged alternative path-to purchase touch points to reach target consumers. This was no doubt supported through relevant ATL and BTL channels.
- Increase the brand’s appeal: To gain instant appeal and affinity, we used a celebrity. It was clear that we had to employ a myriad of execution strategies since the task was so daunting.
- Convert non-users: 5 days-5 cups product trial/ sampling.
The following communication mediums were strategically used to communicate the primary (Taste) and secondary (Value) messages to our core audience of Malay consumers:
- Taste: 5 days-5 cups Sampling, TVC
- Value: Radio, POPs, POSMs
- Sampling booths were strategically erected near offices nationwide to offer NESCAFE with COFFEE-MATE
- Each consumer was encouraged to return everyday for 5 days with the promise of a mystery gift
- Survey forms were also distributed for database collection and gauge consumer sentiments at the end of 5 days
- Much needed support for the nationwide sampling program especially with high TV consumption amongst Malays. Further layered with endorsement of local celebrity, Ally Iskandar for familiarity and affinity
- 6-episode romantic ‘drama’ to educate and entertain on COFFEE-MATE being ‘value for money’
- Involvement and interaction between brand and consumers was created when they get to decide the ending for the drama
How do we know it worked?
Achievements vs. Objectives:
• Business
- Exceeded expectations and achieved sales growth of 5.7%
(Source: Nestlé internal sales data browser)
• 5 days-5 cups Sampling Programme
- A successful redemption rate of 41% of the total redemption cards given.
Total office covered 37 offices
Total cups sampled 71,949 Cups
Total redemption card 12,678 Cards
Total redemption 5,228 Cards
% consumers 41% redemption
(Source: Nestlé internal sales data)
• Brand health
- The ads had succeeded in increasing Conversion to Trial amongst non-COFFEE-MATE users and further strengthened their repurchase intention of the brand:
PRE TVC CAMPAIGN POST TVC CAMPAIGN
17% trial – repurchase 93% trial – repurchase
(Source:TNS Malaysia, 5016, Oct 2008 – ‘Project Almonds 2 ‘COFFEE-MATE brand & communication check’ Oct 08)
• Radio Contest
- The contest attracted a total of 551 entries within 1 week (267% more compared to an industry average of 100-150 entries). (Source: Media Prima Radio Network Hot FM, Aug 2008)
Anything else going on that might have helped drive results?
Within the campaign period, in-store product sales promotion has contributed towards the success of the campaign. There were 3 product sales promotional offers:
- Promotional Pack: Get an extra 50g with every purchase of 450g COFFEE-MATE pack
- Promotional Pack: Save 50 cents with every purchase of 200g Pack
- Premium Giveaways: Free MAGGI Hot Cup Tom Yam and NESVITA Oats with every purchase of 450g COFFEE-MATE pack
- Link Save: NESCAFE & COFFEE-MATE product bundle at a promotional price
- Rocketman sampling: In-store roving promoters with coffee dispensers on their backs giving out free samples
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