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KRAFT'S DIRECT SUCCESS, GEVALIA KAFFE, TRIES TV

By Published on .

Gevalia Kaffe, Kraft Foods' 146-year-old gourmet coffee brand that sprouted into a $150 million business through direct mail, made its first foray into TV last week.

The spots, from FCB Direct, New York, are part of a three-week test the marketer is launching to assess the effectiveness of TV advertising.

"The TV leverages the equity we've begun to build in print," said Bridgette Heller, VP-general manager, Gevalia. "Right now we aggressively use direct mail and print, and we're trying to figure out just how key a role [TV] is."

1-POUND TRIAL

The ads, which air on various cable networks for another two weeks, try to persuade consumers to join Gevalia's subscription program by signing up for a 1-pound trial shipment of coffee.

One spot offers a free drip coffeemaker and two ceramic mugs with an initial $10 coffee purchase. Another gives away a pump thermos and two mugs.

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