Marketer: Nestle FoodsCampaign: Nescafe Ice Java LaunchAgencies: Publicis Dialog and Makai EventsAward Category: National Consumer Promotion (Budget between $1 million and $5 million)Product Category: Non-carbonated beveragesMarketing OverviewNescafe Ice Java is a new coffee syrup that mixes with milk to create a refreshing iced drink. The opportunity was to introduce an innovative iced coffee drink that delivered coffee house quality while providing the convenience and freshness of home preparation.The challenge was to introduce the product broadly to all coffee users 18 to 49 while specifically focusing on high-opportunity 25- to 30-year-old consumers who heavily consume sweeter and creamier coffee drinks. We also needed to give the product a "cool factor" so it would be seen as a credible alternative to coffee-house purchases.ObjectivesIntroduce Nescafe Ice Java to coffee drinkers 18-49.Generate 3% trial among the core target of 25-30 year olds.Obtain share in the coffee category.Strategy & TacticsStrategies Utilize mass-reach and targeted database vehicles to drive awareness and trial among broad target of 18-49.Generate trial among high-opportunity consumers 25-30 with relevant sampling and brand-building program.Utilize in-store merchandising/trial strategies to lead consumers to purchase.Capture consumer data for subsequent relationship marketing.Tactics A launch FSI announced Nescafe Ice Java to a wide audience and delivered low-risk trial. Direct-mail pieces targeted category users with coupons, samples and recipes. In-store merchandising/sampling created a "path-to-purchase" that led consumers to the shelf: a) Shipper displays of trial-size packages interrupted shoppers in the coffee and milk departments; more than 6,000 shippers were placed, leading to the distribution of 1.2 million dry samples. b) In-store sampling events distributed wet samples. c) Unique "ice cube" floor signage led consumers down the coffee aisle to the point of sale. d) Shelf signage delivered key product benefits along with the price point.Event sampling reached more than 500,000 core consumers at 22 relevant events and 60 grassroots days via East and West Coast sampling tours. a) Brand ambassadors generated market awareness and buzz prior to tour arrival.b) Wild postings in the sampling market pre-promoted event and drove traffic to the web site to enter to win the Airstream.c) Vintage 1967 Airstream trailers created the "Nescafe Chill Out Lounge," which included satellite radio and a photo area that allowed consumers to take pictures and email them to others (for viral awareness).d) Banners, A-frames, and a wet sampling "bar" created an engaging and brand-building environment outside the trailer.e) Ice Java Postcards imprinted with digital watermarks were handed out to consumers who entered their e-mail addresses at kiosks and scanned their postcards to see if they were instant winners of branded hats or mugs.f) Music and an emcee generated excitement and created impromptu activities such as dance competitions that drew significant crowds.The promotional web site invited consumers into a sweeps giving away the vintage Airstream, communicated sampling tour location/dates and distributed online coupons. Public relations generated 11 million impressions via TV remotes, radio trade-for-mentions, a lifestyle publications campaign and publicity around the Airstream sweepstakes.The vibe created with the vintage Airstream "Nescafe Chill Out Lounge" made a relatively unknown brand instantly "cool" and brought to life the concept of enjoying the product at home with friends.ResultsThe Nescafe Ice Java promotion surpassed all measurable goals and successfully launched the new brand: Dollar share increased more than 165%, surpassing original goal by 10 share points.Sales per point of distribution more than doubled that of key competitors.Key retailers ordered more than 6,000 shippers offering more than 1.2 million trial-size pouches.Initial retail success led to later distribution in club channel, resulting in significant dollar volume.FSI redemption exceeded estimates by 41%.Event sampling tour exceeded sampling goal by 105% (522,000 delivered); 80% of attendees were in the 25-30 bull's-eye.Captured more than 9,000 names for database marketing.