Nestle Dolce Gusto intern campaign.

1. A Cricket Presentation

2. The Flavor-Focused Occasionalist
• 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

3. Our Objective
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

4. A successful strategy & media plan will:
• Create awareness about Nescafé Dolce Gusto
• Connect with our target
• Position Nescafé Dolce Gusto as a gift option

5. The Flavor-Focused Occasionalist
• 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

7. Quantitative
• 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

9. Culture Craver
• 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.

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

11. Jenny Thompson

12. Strategic
Options Coffee for
Dummies
Coffee Coffee as a
Personality Social Catalyst
Culture
Craver
Energy The Coffee
Booster Treat

13. Indulge your curiosity with
Nescafe Dolce Gusto.

14. Manifesto
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.

15. 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!”

16. Manifesto
Love, love, love.
We mean it when we say it,
because we feel it when we see it.

17. Manifesto
It’s not a lack of sincerity. It’s not
meant to be disingenuous. We’re just
lovers who love to discover.

18. Manifesto
We can’t help it.
We have to have the best thing ever,
every day.

19. Manifesto
That’s why Dolce Gusto provides the
chillest, the boldest, the hottest, the
richest, and the most indulgent coffee
experience ever. Every day.

20. Manifesto
Dolce Gusto.
Brewing daily infatuation.

34. Creative

44. Dolce Gusto
Brewing Daily Infatuation

63. Aesthetic

66. Questions?