The holiday season is all about over-stimulation for shoppers. Recognizing that mall-goers might be overwhelmed with bright colors and tinsel on Black Friday and the following Saturday, Nestle set up an installation too big to miss.
To promote its Dolce Gusto coffee machine, the brand brought a 10-foot-tall mock-up of the product to the Grove. Nestle tapped Zenith Media, its media planning and buying agency, which in turn worked with New York-based TH Outdoor and Events to bring the installation to town.
Next to the the installation, which T W Design constructed in Dallas and shipped to Los Angeles, Nestle treated consumers to a jolt of caffeine: To show how the new product makes mochas, lattes, espressos, cappuccinos in less than a minute, four baristas handed out free full-size beverages to folks who stopped into a 20- by 30-foot tent, decorated by Taylor Creative.
Brand ambassadors were also on hand to do demos. In all, about 5,000 full-size samples of the Dolce Gusto flavors went to harried shoppers.
