Nescafé has signed up TV fashion gurus Trinny Woodall and Susannah Constantine to front the brand’s first ‘text-to-win’ promotion.
The £5m on-pack push will give consumers the chance to win one of 10 shopping sprees, each worth £10,000, with the duo. Runners-up will scoop one of 100,000 exclusive Trinny and Susannah videos.
Consumers will be instructed to text the words ‘great taste’ to a special mobile number to discover whether or not they have won.
Support will include TV and radio advertising, posters and point-of-sale material.
A 30-second TV ad gets its first airing on February 9 and is set to run for four weeks.