MAC’S COFFEE

Promotion

The Challenge

 In July of 2016, the chain’s initial sales forecast for coffee was not meeting expectations. Mac’s approached 10 STAR to assist in executing a product awareness campaign in an attempt to change consumer behaviour in-store.

The Solution

10 STAR collaborated directly with Mac’s head office to design the experiential marketing program. The client’s objectives were to increase the overall usage of their new machine, create awareness of their new products, and convert some of their traditional drip coffee consumers to their new premium coffee options.  10 STAR built out the program which consisted of a coupon incentive where customers would be offered a complimentary coffee of their choice if they chose to sample one of the new products. Promotional representatives were on-site to educate consumers and introduced them to Mac’s new java options. 

The Outcome

The experiential marketing campaign was highly successful and were well received by their customers. Mac’s new and improved coffee options saw an immediate increase of usage by 35% over the next 4 months.