The Campaign

People prefer to drive home aims to avoid travel rush .The endless highway makes them tired ?but no coffee at hand . The Nescafe Perfume was created by Nescafe and Demeter Fragrance crossover as a gift in package with Nescafe products .

Creative Execution

Duiring the Spring festival, people spend a long time driving home. They always feel tired, but it is not convenient to drink coffee. So Nescafe cooperate with Scent Lbrary and create a kind of coffee which can be smelled . The Nescafe perfume acted as a gift in package with Nescafe products. When the consumers buy the”New Year”package gift box in the Nescafe flagship store in JD and Tmall ,they can gain Nescafe perfume for free.

Describe the success of the promotion with both client and consumer including some quantifiable results

6000 Nescafe Perfume were sold out in 2days. The total sales 300% exceeded the expectations, 3 times replenishment In order to satisfy the demands of sales.Many consumers asked for more “Nescafe Perfume”on social media even suggest Nescafe sell "Nescafe perfume" as other products.

Explain why the method of promotion was most relevant to the product or service

This project was set to promote the sale of Nescafe in the Spring Festival. And the statistics shows that it successfully increased the purchasing of Nescafe; What is more, the brand awareness of Nescafe in target group has been greatly improved.

Nescafe lead consumers to switch to another way to "drink coffee".When it is not convenient to drink coffee,Nescafe Perfume keeps You Mentally Refreshed