Nestle goes into direct marketing in Switzerland

  • January 25, 2012
  • Josh Sagar

Nestle has created a new brand, “Maison Cailler” as the launching pad for a new form of direct marketing. The campaign will create a new marketing channel that bypasses conventional retailers.

Consumers will register online to order a box of Maison Cailler, with five different testing flavors, such as milk, caramel, nut, fruit, vanilla and cocoa flavors. Consumers then use a profiling system where they “discover their chocolate personality” by sharing their preferences online with friends.

Within 48 hours of using the service, consumers will be sent a box of Maison Cailler that, online, has matched their individual preferences.

Cedric Lacroix, Director of Nestlé’s Chocolate Centre of Excellence in Broc, Switzerland explains, “Chocolate has certain attributes that people distinguish in different ways, like tasting wine.”

Mr Lacroix explains that Maison Cailler is a direct response to the new era of customer-driven personalization of marketing online.

In effect, the online promotion creates a new customer database. As a second prong further information is elicited from the customer in selecting his or her preferences.

Maison Cailler is one of a series of innovations being tailored by Nestle to personalize products based on new market research and the development of new online networks.


Bookmarks

  • Digg
  • Sphinn
  • del.icio.us
  • Facebook
  • Mixx
  • Google Bookmarks
  • Furl
  • Netvouz
  • NewsVine
  • Reddit
  • Fark
  • Propeller
  • Slashdot
  • StumbleUpon
  • Technorati

Reader Comments

Australian Food News reserves the right to edit or not publish comments of a potentially offensive or defamatory nature. Comments will not be published if name and email address has not been provided (name and email will be withheld if requested).

The opinions expressed below are those of Australian Food News readers and do not necessarily reflect those of Australian Food News.