Research conducted by brand tracking specialists Millward Brown, in conjunction with Nestle and Posterscope. It proves how traditional OOH is still a great brand building medium which drives significant increases in brand awareness, trial and importantly brand equity for the new product Nescafe Gold Crema.

1. Measuring the impact
of OOH activity on
the Nescafe Gold
Crema launch
Prepared for: Posterscope & Nestle
Prepared by: Millward Brown 2012

2. Gold Crema Media Activity
48 Sheets/Billboards 1st-14th October
National Conurbations
Note: Press was also running at this time
National publications

3. Research Sample and Methodology:
 952 nationally representative sample of adult (age 25-55) chief/joint shoppers who
Who? are non-rejectors of instant coffee or drunk instant coffee at home in last 3 months
Gender, age and regional location to nationally representative proportions
All respondents travel on some mode of transport everyday and therefore had an
opportunity to be exposed to the campaign
Repeat dip of Coffee Equity study, including recognition questions for each OOH
What? execution*
 CAWI (Computer aided web interviewing)
When? Note:
Data will also be integrated from the Millward
 October 2012 Brown 2012 Coffee Equity Study and 2012
Nestle Coffee Advertising Tracker

4. Analytical Approach:
Have you seen this poster advert for Nescafe Gold Crema before today?
SHOW EXECUTION IN SITU.
Yes - definitely
Yes - probably
No
To derive impact of OOH activity, brand metrics compared between those aware of brand, but:
 Not see either OOH execution;
 Seen either OOH execution,
 Seen both OOH executions.

5. Good Recognition Levels
21% saw OOH advert
Duplicated vs solus reach:
15% Only ‘Smooth just Both Only ‘Crema by
got…’ name…’
6% 11% 4%
Recognition by age (Main Coffee Equity Dip)
17%
Crema by name… Smooth just got…
16-24 (n=66) 29 35
25-44 (n=176) 16 17
45+ (n=259) 10 13
Source: Posterscope Dip. Base: Total sample (n=952);

6. Adverts communicated the product news
Delivered the ‘smooth taste’ message
Were well branded to Gold Crema
BRANDING COMMUNICATION NEWS
NEW INFO
BRANDING NESCAFE GOLD CREMA IS..
NESCAFE 48%
IS A SMOOTHER TASTING 53%
INSTANT COFFEE CREMA IS NEW
69%
73%
A NEW INSTANT COFFEE 40%
FROM NESCAFE GOLD
BLEND
THINK DIFFERENTLY
67% IS AN INSTANT COFFEE WITH ABOUT GOLD BLEND
A GOLDEN CREMA 30%
BRANDING 30%
CREMA
MB Outdoor MB Outdoor MB Outdoor
Branding Norm: Key Message Communicated Norm: ‘New Info’ Norm:
59% 59% 43%
Source: Coffee Advertising Dips. Base: 25-55yr olds (n=120)

7. ‘Smooth just got smoother’ was the preferred
OOH creative
Q26CP Which particular adverts did you like? Q27CP Why did you like this advert more than others?
25-55yrs
%
it was simple and clear
OOH 14
Press 17
It demonstrated exactly what
was different about the coffee
OOH 22
23 Direct, noticeable, but not in your
Press face, cohesive
The simplicity of ‘Smooth just got…’ better delivers Crema’s USP
Source: Coffee Advertising Dips. Base: 25-55yr olds (n=120)

8. OOH campaign had a significant effect on Gold
Crema, driving Awareness and Trial of this NPD
Gold Crema: Oct ‘12
Nescafé
Gold Crema Total Sample: % Recognised neither: %
Buy nowadays Base Level -1%pt
Ever tried Base Level -3%pt
Aware Base Level -6%pt
Recognised either: % Recognised both: %
Buy nowadays +4%pt +7%pt
Ever tried +8%pt +11%pt
Aware +24%pt +29%pt
Significantly higher than ‘Recognised neither’ at 95% confidence interval
Source: Posterscope Dip. Base: Total sample (n=952)

9. OOH campaign had a significant impact on
Gold Crema Equity
Equity drivers: Gold Crema
Nescafé Emotion
Popularity
Differentiation Value Leadership
Gold Crema affinity
Heard of Gold Crema Base Level Base Level Base Level Base Level Base Level
Recognised either +10%pt +19%pt +12%pt +7%pt +3%pt
Recognised both +17%pt +22%pt +21%pt +13%pt -
The OOH activity helping to influence the love, value, differentiation and
leadership credentials of this product
Significantly higher than ‘Heard of Gold Crema’ at 95% confidence interval
Source: Posterscope Dip. Base: Total sample (n=952)

10. The OOH campaign helped generate Differentiation
for Crema relative to the premium competition
Offers something different
Kenco Rich Douwe Egberts
/Smooth Roast Nescafe Gold Blend Pure Gold
• Most popular • Coffee aroma • Brand I would pay more for
• Feel good about drinking • Gets you going • High quality
• For everyday
|
• Available
regularly |
in the morning • Proud to share with friends
• Everyday reward • Tastes great • Coffee expertise
• Quality everyday • Brand for me • Sophisticated
moments • Trust • Full flavoured
• Available
• Coffee aroma
• Available
• High quality
• Coffee expertise
|
• Sophisticated
• Coffee connoisseurs
• Full flavoured
• For drinking with others
Carte Noire
Source: Posterscope Dip. Base: Heard of brand
3/21/2013

11. The OOH campaign helped bring new customers in to
trial Gold Crema
The OOH campaign had no real effect on Gold Blend Brand Pyramid
The reason for this is that consumers understand Gold Crema is different to ‘regular’ Gold Blend
... as displayed by the pyramids demonstrating Gold Blend is established whilst Crema is new
Brand Health: Total Sample Gold Crema Trialists
Gold Blend Gold Crema 37% have not 34% buy Gold
bought Gold Blend
Blend nowadays
Buy nowadays
Ever tried
Aware
21% have bought 8% infrequent Gold
Gold Blend before, but
Blend buyers (bought
not in the past year
in past year, but not
nowadays)
Limited evidence of misattribution in In fact, most Crema trialists are not
trial of core Gold Blend and Crema regular Gold Blend drinkers
Source: Posterscope Dip. Base: Total sample (n=952)
3/21/2013

12. OOH campaign has had a Halo Effect: It helped to subtly
enhance Gold Blend brand imagery perceptions:
Heard of Gold Blend Recognised either ad
% %
Gold Blend
Is a brand I would pay more for 14 19
Is good value for money 15 21
Is an innovative brand 8 13
Is high quality 34 34
Tastes great 32 34
Is a natural source of anti-oxidants 3 6
I feel good about drinking regularly 20 29
Has eye-catching packaging 11 19
Has great coffee aroma 30 32
I would be proud to share with my friends 28 35
Provides a rewarding break 22 26
Demonstrates coffee expertise 20 24
Gets you going in the morning 26 25
Keeps life simple 20 25
Source: Posterscope Dip. Base: Total sample (n=952)

13. Overall the OOH activity supported positive
feelings towards all Nescafe Products
Total Spend: £520,000
How does the advertising you have seen today for (BRAND) make you feel about…..
Nescafe Gold Nescafe Gold Nescafe
Crema Blend %
% %
Very positive 17
+49% 18
15
+37% +44%
32
Quite positive 22 26
48
No different 60
54
4
Negative 3
3
Source: Coffee Advertising Dips. Base: 25-55yr olds (n=120)
13

14. Summary Key Findings:
• OOH campaign reached the target consumers
• It communicated the product news, delivering the 'smooth taste'
message, and was well branded to Crema
• It helped drive awareness, trial and innovative/differential credentials for
Gold Crema
• It had subtle Halo Effects on Gold Blend imagery credentials and made
people feel more positive overall towards Nescafe
3/21/2013