Original fans will be offered an on-pack loyalty scheme from mid-June where they can exchange ‘bean tokens’ for rewards, including a week’s membership at a health club and two editions of popular magazine titles.
The push will be supported by direct mail and field marketing and consumers will also receive a bi-annual lifestyle magazine containing recipes, competitions and Nescafé product sampling.
A £3m campaign for Gold Blend kicked off on Monday for five weeks with a new TV ad portraying what happens when the host of a dinner party hides an engagement ring in a fortune cookie and the wrong person opens it. An accompanying ‘Reveal your romantic side’ on-pack offer will also invite customers to explain in 30 words how they would spend £10,000 on their dream date.
Fifteen consumers will have their wish come true to the same value.