ACP created a Sample Request Line program that was advertised in women’s service magazines using tip-on cards. Consumers called a toll-free number to request their free samples by recording their names and addresses. Each caller was able to choose from six different coffee flavor choices. Because of limited supplies, ACP monitored the various coffee inventories daily to assure supply.

We also presented each 250th caller with market research questions designed to help General Foods better understand their target audience, their coffee preferences, and buying habits.

Call volume more than doubled the expected response rate and helped establish the brand among consumers and retailers. Our detailed reports sorted beverage requests by region of the country, enabling General Foods to target sales geographically.

General Foods used the resulting database of self-selected consumers and the market research data in its ongoing promotions and marketing efforts to stimulate sales and build brand loyalty.