Milan & Nescafé Dolce Gusto

The need to communicate the partnership between NESCAFÉ Dolce Gusto and A.C. Milan became a valuable opportunity to interact with Nestlé potential consumers. The direct engagement based on emotional identification is reinforced by a loyalty program to strengthen the brand awareness.
To communicate the partnership, Praesidium declined the message on different touch points.

The heart of the campaign is on-line: the Dolce Gusto Rossonero website presents the partnership and hosts the contest. Users can participate in an easy way, on the site or thanks to a mobile app. For some lucky fans a dream come true: NESCAFÉ Dolce Gusto brings the winners to the San Siro stadium for A.C. Milan games, or to Milanello, where the team Training Center is. The digital engagement starts out-of-store, with a street marketing activity at the stadium entrances.

The contacts developed on-line and out-of-store generate traffic to the points of sale, where the shopper is welcomed by sales promoters to try and enjoy many different Dolce Gusto drinks.

The in-store demo activity leads the shopper to the act of purchase, providing all the necessary information about coffee machines and strengthening the engagement with the brand.

Thanks to the communication on social networks and forums, the relationship built with the brand goes out from the point of sales, and a viral effect is generated to amplify the target.




Being at the heart of the relationship between brand, consumer and retail, Praesidium is the right partner for those companies who are looking for an agency able to design, implement and measure an effective shopper marketing strategy.

Over its 15 years of experience Praesidum has consolidated a deep knowledge of the channel and has built a strong relationship with the retail. Our DNA combines the attention to sales results with an enthusiastic love for marketing.

Think new. Act Fast.

We think new and act fast to identify objectives, activities, tools and ideas to meet the heart and wallet of the consumer in different touch points, influencing its purchase path before, during and after the purchase act.

Shopper Marketing Makers

Thanks to our far-reaching presence across the country, the multidisciplinary and synergic expertise of our team and the passionate work of our people, Praesidium is the best partner to face market changes and shopper marketing challenges.


PRAESIDIUM Case studies