Krups

Client : Krups

URL : View Project

Brand :

Product :blank

Category:Kitchen Appliance

background:

  • Procter & Gamble created a co-branded venture with Krups with the intention  of launching and
     promoting their premium Folgers pods. Because the new  Krups HomeCafe made both pod based coffee and espresso drinks, P&G  funded the creative and production as the launch pad for Folgers pods.

objective:

  • Develop a DRTV spot designed to introduce the Krups HomeCafe and Folgers  Pods and generate measurable interest as well as in-aisle awareness of the  Krups HomeCafe.

target:

  • 50%/50% Male/Female 35-59

challenges:

  • Create immediate in-aisle awareness on a never before advertised product by  both leveraging a Folgers Pods sampling program as well as the Krups brand.  Both Folgers and Krups wanted to forecast demand by using this sampling  program as an indicator for overseas manufacturing.

solution:

Create a fun, informative high-end DRTV spot that leverages the multifunctional  capabilities of the Krups HomeCafe that uses the custom sized Folgers Pods.  Viewers were directed to www.TryKrups.com
where they were invited to order free  Folgers Pods samples.

offer:

Drive to TryKrups.com to get free Folgers Pods along with store locators to direct  informed consumers to retail for this innovative coffeemaker.

results:

  • Launched the Krups HomeCafe in Q1 2012 with an aggressive DRTV remnant  media campaign while a) rates were competitive and b) the mornings were still  chilly across the US.
  • Within 4 weeks of launching the campaign, Folgers ceased the free sampling  offer because they went through their sample supplies.
  • Campaign is responsible for significant big box orders for HomeCafe as well as  on-going Krups orders. Folgers Pods continued until Keurig took market control  of pods with their coffeemakers.

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