CASE STUDY; Nestlé's Dolce Gusto brand makes history on ITV
Provided by ITV
The Nescafe Dolce Gusto "pod" coffee machine became the
1st commercial product placement (PP) in the UK.
What was the Challenge / Background of the Campaign?
The Nescafe Dolce Gusto "pod" coffee machine was the 1st commercial product placement (PP) in the UK, appearing in the cookery section of This Morning on 28th Feb 2011. In partnership with Mindshare and Nestle, ITV commissioned research to measure the effectiveness of the (passive unbranded) placement in June 2011 (after 3 months activity) amongst a target consumer group of ABC1 coffee drinkers.
What was the Campaign Objective?
The UK's first ever Product Placement deal within This Morning.
What was the Solution?
Over 80% were aware of PP within TV programmes and This Morning viewers were twice as likely to claim they had seen PP. 30% of all This Morning viewers knew there was PP within the programme. Over 8 in 10 This Morning viewers felt the coffee machine fitted within the programme and 90% thought it was an appropriate placement. 23% of This Morning viewers thought the placement was an improvement for the show.
What were the Results?
In general, This Morning viewers were more positive in attitude towards the coffee machine with 30% very likely to buy a coffee maker in the next year (twice as likely as non-viewers) - 50% of these were likely to buy a pod coffee maker. 60% of all This Morning viewers mentioned "coffee" or a "coffee machine" when asked about PP and 10% specifically mentioning the brand (Nescafe and/or Dolce-Gusto). Nearly 40% of This Morning viewers said their interest in buying a Nescafe Dolce-Gusto coffee machine increased due.
to the PP with 20% considering buying one.
What were the Key Learnings of this Campaign?
"We are really proud that we were able to achieve the UK's first ever Product Placement deal within This Morning. We worked closely with our Commercial
team to create a deal that provided great longer term exposure for Nescafe/Dolce Gusto with a product that complimented the set and the midmorning values and essence of the show." Andy Whiting, Head of Brands, Daytime and Lifestyle, ITV Studios.