Gevalia Kaffe
If you know anything about direct marketing, you know about Gevalia. It is the first and possibly the best direct-to-consumer coffee program in the world. In fact, it represents more than $250 million for its parent, Kraft Foods. But after years, the brand was getting stale and its main acquisition driver, DRTV, was losing its effectiveness. With increasing demand for ROI, the client was considering pulling TV from their media plan. But we knew TV was still the best way to generate the quickest number of leads. We just had to figure out how to make it cost effective.