NESCAFÉ® Dolce Gusto® is synonymous with aesthetically pleasing coffee machines, practical, mess-free coffee capsules, and delicious coffee. No wonder that first-time users of NESCAFÉ® Dolce Gusto® are so full of pride and enthusiasm about their new coffee. Increasing this brand loyalty to NESCAFÉ® Dolce Gusto® and bringing that pride and enthusiasm to more new customers was the task entrusted to us. And that for 9 European countries!
NESCAFÉ® Dolce Gusto® lovers can be found in many points of contact, so we developed a comprehensive communication package, including a brand website, newsletters, and Facebook and mobile apps. We encourage and reward brand loyalty through bonus point and customer referral programs, while simultaneously providing support through analytical CRM, targeted for up- and cross-selling.
We created additional seasonal promotions for coffee fans to have fun engaging with the brand throughout the year. And for people considering the purchase of their next NESCAFÉ® Dolce Gusto® coffee machine, we developed a practical augmented reality photo app, so that they can see their new machine in their own kitchen. The pleasing result: A significant increase in sales of both capsules and machines.