A Cricket Presentation

• Doesn’t drink coffee daily• Drinks coffee as an occasional boost or treat• Enjoys the taste of flavored and enhanced coffee• Females, ages 25-34• 50% live in either the Great Lakes area,

the Northeast or California

The Flavor-Focused Occasionalist

!Expand our knowledge to come up with an insight which would lead us to the best strategy and a successful media plan for this target!

Our Objective

• Create awareness about Nescafé Dolce Gusto• Connect with our target• Position Nescafé Dolce Gusto as a gift option

A successful strategy & media plan will:

• Learn what the Flavor Focused Occasionalist enjoys about drinking coffee

• Discover how coffee fits into their lives• Find out how they feel about coffee-shop culture

The Flavor-Focused Occasionalist

• 34% feel sophisticated, trendy, & mature while drinking coffee

• 53% would try new flavors at home if available to them

• 90% like to experiment with their coffee

Quantitative

• Culture Craver (k!l-ch!r kr"v-!r) noun – Someone who has a strong desire or need to explore a wide range of characteristic features of everyday existence shared by people in a place or time through self-education and investigation.

• A Culture Craver is someone who likes to find out something about everything by observing, questioning, and experimenting.

Culture Craver

Culture Cravers live naturally inquisitive lifestyles and love to try new things

Insight

Jenny Thompson

Culture Craver

Coffee as a Social Catalyst

The Coffee Treat

Coffee Personality

Coffee for Dummies

Energy Booster

StrategicOptions

Indulge your curiosity with Nescafe Dolce Gusto.

We love to love. Every day. It’s a state of daily infatuation. We see, we feel & we

must have. So we speak in superlatives. We’re prone to hyperbole.

Manifesto

“That is the most adorable dog I’ve ever seen”“This is the best chocolate cake I’ve ever had!”

“That is the cutest jacket ever!”“Girl, I love your shoes!”

“I love this place!”“I love that dress!”“I love your hair!”

Manifesto

Love, love, love.We mean it when we say it,

because we feel it when we see it.

Manifesto

It’s not a lack of sincerity. It’s not meant to be disingenuous. We’re just

lovers who love to discover.

Manifesto

We can’t help it.We have to have the best thing ever,

every day.

Manifesto

That’s why Dolce Gusto provides the chillest, the boldest, the hottest, the

richest, and the most indulgent coffee experience ever. Every day.

Manifesto

Dolce Gusto.Brewing daily infatuation.

Manifesto

Creative

Dolce GustoBrewing Daily Infatuation

Aesthetic

Questions?