Nestlé Caro Turnaround of turnover and sales after 7 years of decline

The problem and our approach

  • Caro is a soluble coffee substitute based on grain, which has been produced and sold in Germany since 1954
  • After several years of decline in sales our team received the task to gain new growth for Caro
  • For this purpose we identified the most promising growth strategies and target groups for caro: winning the non-users of Caro, meaning users of other hot drinks and increase the frequency of actual users
  • In the next step we detected buying barriers of the non-users and non-frequent users of Caro …
  • … in order to develop Power Insights that would convince both target groups to buy Caro (more often)

Insights in our findings

Biggest buying barriers towards Caro, qualified with non-users

  • Other hot drinks such as tea or coffee taste better
  • Compared to other hot drinks, Caro does not offer anything special (no variants)
  • The tin is too large for impulse purchases/ trial purchases

Most convincing Power Insights to overcome the barriers, qualified with non-users

  • Caro Original offers numerous ways of preparation: simply in water with a little milk, directly in milk or even as a Caro Macchiato in milk foam
  • It contains no caffeine or “teein”, so that you can drink it during the day and in the evening
  • Caro Original is now offered in a 200g pack, in a small 50g pack or in a single portion

 

Based on the strongest Power Insights we developed a preference-generating positioning concept. This concept was the foundation for the relaunch of the packaging and other communication material.

  • Nestlé Caro

    "We are highly satisfied with the project results: we were able to explicitly identify the greatest barriers of current non-frequent users and non-users of Caro Original and, moreover, to identify relevant key messages which convince the target group to consume Caro Original (more often).

    The tasting of the product at the end of the focus groups did not only confirm the effectiveness of the identified key messages but also showed that current non-frequent users and non-users can be turned into avid consumers."

    - Director Marketing, Nestlé S.A. -