Laboring through a trade show like E3 that is long on parties and short on sleep can be a tall task.
Nescafé tried to save the day with a daily kick of caffeine over the course of the three-day video games expo this week by setting up a pop-up coffee shop at the Los Angeles Convention Center. The experiential marketing move was designed to engage the E3 community while also showing off the Nescafé Dolce Gusto, a single serve coffee and espresso machine.
“We believe that high-quality coffee at home should be available to everybody. It should be an amazing experience, and we would like consumers to rediscover their coffee experience by discovering Nescafé Dolce Gusto,” Berta Cruz Corominas, marketing director for Nescafé Dolce Gusto, told AListDaily. “We’re a passionate team that wants to share with the world that the coffee standards are now changing, and we believe the E3 event was a great platform for us to broadcast that.”
Cruz Corominas said their strategy was simple—to tap into a total of 68,400 savvy consumers who attended E3 and have them test their cappuccinos, lattes and espressos and product’s technology and design.
“The consumer reaction is always amazing. We are opening their eyes to a new coffee reality where convenience and high quality meet,” said Cruz Corominas.
Coffee discovery is a key part of the Nestlé-owned brand’s strategy. Nescafé Dolce Gusto is dialing up their marketing with presence in places like malls where consumers can get to know their product a bit better, Cruz Corominas said. They also have a program that brings discovery experiences to offices, communities and gyms. She added that digital is key for them too to establish a close relationship with their customers.
“Our business will keep evolving. Our passionate team operates as a start-up—we’re set up to sell directly to consumers and also take direct feedback from them,” Cruz Corominas concluded. “We are very consumer-centric and we aim to join the consumer where they drink coffee. We listen to their feedback and adjust our strategy and our plans as we go along.”
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