It was necessary to convey all of the culture of aromas associated with coffee. Medical visitors delivered a genuine coffee bag of the kind used for harvesting, but containing a box. Inside the box the doctors found an invitation to enjoy a real coffee. To this end, a sample of the product was included with two cups, all covered with a coating of aromatic coffee grains. The box also contained a leaflet and some recipes for making coffee. All of the items evoked the social aspects of coffee-drinking in order to reinforce this new flavour in clinical feeding.

There is nothing to beat a personal recommendation for a product or a medicine from one doctor to another. In this case, 84% of the recipients of the package told other colleagues about it, and these then asked Nestlé to show them the product. The end result was that we doubled the invitations and it was necessary to produce an additional 500 packages to reach over 4,000 doctors either directly or indirectly.