The developed campaign was united by the creative theme ‘Hits of the Tenderness'. The agency chose video/audio shops as the main channel for promoting Nestle Classic. The product is not sold there and not expected to be found, but the channel provided an opportunity to link the product, its new positioning with the selection of video and audio products evoking tender feelings and the consumer itself. A special Nestle Classic territory was organised by means of various POSM placement, stand installation with the selection of video/audio products and Nestle Classic chocolate tablet sampling upon the purchase of any product from the stand.

The programme was run in the period of two months in 50 locations and provided a wide coverage of the target audience representatives - more than 150K contacts with the average cost per contact of $0.1. The mechanics proved to be very relevant to the new Nestle Classic positioning and the research on questionnaires in the venues proved the campaign being appealing to the target group as non-standard.