Page 8: Evaluating the success of the campaign
There can be little doubt the advertising strategy had been a success. Nescafé Gold Blend had increased its volume share of the instant coffee market from 6.6to 9.0between 1987 and 1993. In the same period, advertising recall (the rate at which consumers could remember the advert and its key messages) had risen from 18to 36. However, the main success of the advert had been with the over 45's. Nestlé felt that in order to secure a higher market penetration it would be necessary to create a new series which was targeted at younger consumers.