Magazine article Marketing

Marketing Mix: We'll Call You - Nescafe

Magazine article Marketing

Marketing Mix: We'll Call You - Nescafe

Article excerpt

We rang Nestle's coffee brand to find out how it can provide us with fashion advice and an old-fashioned pick-me-up.

Nescafe Good morning, can I help?

Mktg Your current TV ad features Trinny and Susannah offering the chance to win a pounds 10,000 makeover - how do I enter?

Nescafe Let me have a look (puts Marketing on hold for one minute). You need to call 08450 170 010. That's charged at the local rate.

Mktg What's that number for?

Nescafe That's how you enter.

Mktg Is it an on-pack offer?

Nescafe Yes.

Mktg So I have to buy Nescafe?

Nescafe No, it says no purchase necessary. For a chance of winning, send your full name, address and daytime phone number to (Nescafe gives details). For full terms and conditions visit www.nescafe.co.uk.

Mktg What is the prize?

Nescafe Just one moment (Nescafe provides details of prize).

Mktg Also, what's your 'pick-me-ups' promotion about?

Nescafe You save the beans off the back of the jars.

Mktg Actual coffee beans?

Nescafe No, the little bean tokens on the label. Then you can exchange them for various items. For six beans, with a small contribution to postage, you can have a pack of two mugs; nine beans, you can have a magazine sent to your door; 18 beans, you can have a clock radio; 21 beans, a luxury bathrobe, etc. …

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