Thursday, August 08, 2013

Kenco Rappor–mobile marketing from the archives

Below you will find the front and back scan of a sales promotion leaflet that came with Kenco Rappor packs that were new to the market back in 2002. It tied in with the theme of the recent TV campaign that was used to launch the product the previous year. The innovative element of the product was about the new pack format on offer – the fact that the instant coffee granules were in stick format to offer a single serving and designed specifically to appeal to younger customers. More on that rationale about the campaign here. An example of one of the TV ads used can be seen here if you’re interested.

Anyway, it’s fair to say that mid-2002 is still very much early days for mobile marketing. Errors in execution were certainly made – even with the limitations of the time. For example, we already had shortcodes and the mechanic was a bit complicated and fairly meaningless if you hadn’t seen or remembered the TV advert. And the leaflet was folded really really small to fit in the tiny sample size packs they were giving out.

Feel free to discuss what you would do the same or differently.

kenco rappor campaign kenco rappor campaign

You can see larger versions of these graphics on flickr in my mobile marketing set.