Jacobs 3in1 took over market leader position in 2013 form Nescafe 3in1. However overall market of mixes is constantly diminishing and price wars decrease ROMI.
A challenging KPI’s were set: +20% of monthly sales and SOM increase by 5%. All this during a single campaign in a year. At the same time the campaign had to have impact on brand image and strengthen emotional bond with earlier developed theme „Catch the orange mood!“
Funny things might have serious consequences! A hamster-toy ŠAIPOKAS was introduced as a key hero of sales promo campaign „buy-to-win“. Why ŠAIPOKAS? It‘s funny, it‘s not available everywhere, it‘s inspirational, it perfectly fits brand image.
Mix of online channels (display and social), TV and out-of home was used to communicate the promo. Brand TG is heavy online users – so, online played core role.
The business success was tremendous – monthly SOM gap from Nescafe 3in1 reached historical record (45% vs 23%). So, both business KPI’s were exceeded: mothly sales +53% (vs planned +20%), SOM +10% (vs planned +5%).
Communication also triggered WOM among consumers: winners of ŠAIPOKAS shared their videos with a toy online.