Measuring the impact of OOH activity on the Nescafe Gold Crema launchPrepared for: Posterscope & NestlePrepared by: Millward Brown 2012
48 Sheets/BillboardsNational Conurbations
Gold Crema Media Activity
1st-14th October
Note: Press was also running at this timeNational publications
952 nationally representative sample of adult (age 25-55) chief/joint shoppers who are non-rejectors of instant coffee or drunk instant coffee at home in last 3 months
Gender, age and regional location to nationally representative proportions
All respondents travel on some mode of transport everyday and therefore had an opportunity to be exposed to the campaign
Research Sample and Methodology:
Who?
When? October 2012
Note: Data will also be integrated from the Millward
Brown 2012 Coffee Equity Study and 2012 Nestle Coffee Advertising Tracker
Repeat dip of Coffee Equity study, including recognition questions for each OOH execution*
CAWI (Computer aided web interviewing)
What?
Have you seen this poster advert for Nescafe Gold Crema before today?SHOW EXECUTION IN SITU.
To derive impact of OOH activity, brand metrics compared between those aware of brand, but:
Not see either OOH execution;
Seen either OOH execution,
Seen both OOH executions.
Analytical Approach:
Yes - definitelyYes - probablyNo
Good Recognition Levels
15%
17%Crema by name… Smooth just got…
16-24 (n=66) 29 35
25-44 (n=176) 16 17
45+ (n=259) 10 13
Recognition by age (Main Coffee Equity Dip)
Source: Posterscope Dip. Base: Total sample (n=952);
Only ‘Smooth just got…’
Only ‘Crema by name…’
Both
11%6% 4%
Duplicated vs solus reach:
21% saw OOH advert
Adverts communicated the product newsDelivered the ‘smooth taste’ messageWere well branded to Gold Crema
48%
NEW INFO
73%
CREMA IS NEW
THINK DIFFERENTLYABOUT GOLD BLEND
69%
BRANDINGNESCAFE
67%
BRANDINGCREMA
COMMUNICATIONBRANDING NEWS
NESCAFE GOLD CREMA IS..
Source: Coffee Advertising Dips. Base: 25-55yr olds (n=120)
IS A SMOOTHER TASTING INSTANT COFFEE
A NEW INSTANT COFFEE FROM NESCAFE GOLD BLEND
IS AN INSTANT COFFEE WITH A GOLDEN CREMA
53%
40%
30%
30%
THINK DIFFERENTLYABOUT GOLD BLEND
MB Outdoor Branding Norm:
59%
MB OutdoorKey Message Communicated Norm:
59%
MB Outdoor ‘New Info’ Norm:
43%
‘Smooth just got smoother’ was the preferred OOH creative
14
17
22
23
25-55yrs%
Q26CP Which particular adverts did you like? Q27CP Why did you like this advert more than others?
it was simple and clear
Source: Coffee Advertising Dips. Base: 25-55yr olds (n=120)
OOH
OOH
Press
Press
It demonstrated exactly what was different about the coffee
The simplicity of ‘Smooth just got…’ better delivers Crema’s USP
Direct, noticeable, but not in your face, cohesive
OOH campaign had a significant effect on Gold Crema, driving Awareness and Trial of this NPD
Gold Crema: Oct ‘12
Source: Posterscope Dip. Base: Total sample (n=952)Significantly higher than ‘Recognised neither’ at 95% confidence interval
Buy nowadays
Ever tried
Aware
Nescafé Gold Crema Total Sample: %
Recognised either: % Recognised both: %
Recognised neither: %
-1%pt
-3%pt
-6%pt
+4%pt
+8%pt
+24%pt
+7%pt
+11%pt
+29%pt
Buy nowadays
Ever tried
Aware
Base Level
Base Level
Base Level
OOH campaign had a significant impact on Gold Crema Equity
Equity drivers: Gold Crema
Emotion affinity PopularityDifferentiation Value Leadership
Heard of Gold Crema Base Level Base Level Base Level Base Level Base Level
Recognised either +10%pt +19%pt +12%pt +7%pt +3%pt
Recognised both +17%pt +22%pt +21%pt +13%pt -
The OOH activity helping to influence the love, value, differentiation and leadership credentials of this product
Significantly higher than ‘Heard of Gold Crema’ at 95% confidence interval
Nescafé Gold Crema
Source: Posterscope Dip. Base: Total sample (n=952)
The OOH campaign helped generate Differentiation for Crema relative to the premium competition
04/11/2023
||
|
• Most popular• Feel good about drinking
regularly• Everyday reward• Quality everyday
moments
• Coffee aroma• Gets you going
in the morning• Tastes great• Brand for me
• Trust• Available
• Coffee aroma• Available
Source: Posterscope Dip. Base: Heard of brand
• Brand I would pay more for• High quality
• Proud to share with friends• Coffee expertise• Sophisticated• Full flavoured
• High quality• Coffee expertise• Sophisticated
• Coffee connoisseurs• Full flavoured
• For drinking with others
• For everyday• Available
Offers something different
Kenco Rich/Smooth Roast
Douwe Egberts Pure Gold
Carte Noire
Nescafe Gold Blend
The OOH campaign helped bring new customers in to trial Gold Crema
04/11/2023
34% buy Gold Blend nowadays
Gold Crema Trialists
Limited evidence of misattribution in trial of core Gold Blend and Crema
In fact, most Crema trialists are not regular Gold Blend drinkers
Gold Blend Gold Crema
Buy nowadays
Ever tried
Aware
Brand Health: Total Sample
37% have not bought Gold Blend
21% have bought Gold Blend before, but
not in the past year
8% infrequent Gold Blend buyers (bought
in past year, but not nowadays)
The OOH campaign had no real effect on Gold Blend Brand PyramidThe reason for this is that consumers understand Gold Crema is different to ‘regular’ Gold Blend ... as displayed by the pyramids demonstrating Gold Blend is established whilst Crema is new
Source: Posterscope Dip. Base: Total sample (n=952)
OOH campaign has had a Halo Effect: It helped to subtly enhance Gold Blend brand imagery perceptions:
14
15
8
34
32
3
20
11
30
28
22
20
26
20
19
21
13
34
34
6
29
19
32
35
26
24
25
25
Heard of Gold Blend%
Recognised either ad%
Is a brand I would pay more for
Is good value for money
Is an innovative brand
Is high quality
Tastes great
Is a natural source of anti-oxidants
I feel good about drinking regularly
Has eye-catching packaging
Has great coffee aroma
I would be proud to share with my friends
Provides a rewarding break
Demonstrates coffee expertise
Gets you going in the morning
Keeps life simple
Gold Blend
Source: Posterscope Dip. Base: Total sample (n=952)
4860 54
4
33
3222 26
17
1518
Overall the OOH activity supported positive feelings towards all Nescafe Products
13
Very positive
Quite positive
No different
Negative
How does the advertising you have seen today for (BRAND) make you feel about…..
Nescafe Gold Crema
%
Nescafe Gold Blend
%
Nescafe%
Total Spend: £520,000
Source: Coffee Advertising Dips. Base: 25-55yr olds (n=120)
+49%+37% +44%
Summary Key Findings:
04/11/2023
• OOH campaign reached the target consumers
• It communicated the product news, delivering the 'smooth taste' message, and was well branded to Crema
• It helped drive awareness, trial and innovative/differential credentials for Gold Crema
• It had subtle Halo Effects on Gold Blend imagery credentials and made people feel more positive overall towards Nescafe
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