TITLE

Kraft makes instant contact

PUB. DATE
December 2008
SOURCE
Marketing Direct (1366896X);Dec2008, p16
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article focuses on an advertising campaign launched for Jacobs Coffee in 2008. The new instant coffee product unveiled in Germany is said to offer the option of milk and sugar already added. YOC Group decided to use text messaging to initiate a dialogue with young consumers and encourage them to request a sample. The response from the campaign exceeded expectations with 500,000 people asking for a coffee sample and Jacobs marketing manager Marco Gottschalk said that they plan to use mobile marketing more in the future.
ACCESSION #
35782751

 

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