Introduced in Hong Kong last year, Nestle Drinking Yoghurt's line of fruity flavours has been extended to kiwi/grapefruit. A larger pack size of 946ml has also been launched to drive home consumption.
The line is targeted at 15- to 25-year-old consumers, a segment Nestle describes as "willing to try new flavours with a desire to be fit and healthy". According to Venus Lee, director of marketing company e-Crusade, Nestle is using the web to build awareness of the product and its health benefits.
Internet users can register personal details and their Octopus cards online at www.yoghurtdelight.com, to receive a free sample of Nestle's yoghurt at convenience chain 7-11. Those registering Octopus cards on the internet will also join a three-month "habit-forming programme for Nestle's 'buy four get one free' offer.
The brand developed a psychology test to drive traffic to the site. It introduced a Cosmopolitan-like quiz, in which users answer questions to determine what type of lover they are. Lee expected that the quiz, which has proven popular with female consumers, would encourage web surfers to return to the site.
Nestle is supporting the campaign with print and outdoor advertising, as well as online. The campaign will run until the end of October.
