Changing Behavioural Segments
- Dramatic increase to baseline sales
- Sales doubled nationally
- Coffee drinkers began cleaning their home machines
Clean Bean had a new coffee pod product to clean pod machines that were normally only rinsed with water. In the place of a normal coffee pod, Clean Bean removed coffee residue from home machines in a way hot water can’t.
Now Screen worked with Clean Bean to help create a proposition that would move consumers who already
used coffee pod machines towards this new product, instead of cleaning their coffee machines with hot water alone.
The challenge was to educate customers that paying for a product (compared to using free hot water) would improve the taste of their coffee and increase the lifespan of their machine.
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