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By Published on .

Nestle Beverage Co. has been jazzing up the java for millions of Sunday morning newspaper readers in a broad new sampling effort.

The San Francisco-based marketer on June 5 targeted 6 million households in major metropolitan regions with samples of Taster's Choice flavored instant coffee enclosed with Sunday newspapers inside advertising polybags.

In the second recent sampling effort for one of its beverage brands, Nestle offered three samples of Taster's Choice-French Vanilla, Irish Creme and Hazelnut-plus coupons, packed inside a polybag with a Sunday paper. The polybag also sported a 16-inch color ad for the product.

More than 70 newspapers were included in the promotion, which was coordinated by the Sunflower Group, Overland Park, Kan.

A similar effort last month backed Nestle's Carnation Coffee-mate Flavors non-dairy creamers. About 65 newspapers participated in the first program.

The strategy of polybag advertising and sampling is gaining popularity as more marketers discover the merits of an alternative channel to reaching consumers in a clutter-free environment, said marketers using the tactic.

Prices vary based on the scope of the sampling effort, said Sunflower executives, who wouldn't disclose the cost per million to Nestle.

"Polybag sampling is more expensive than straight sampling, but it's extremely effective," said Tom Roberts, Sunflower regional VP-sales. "It allows very specific targeting of consumers in certain ZIP codes, going directly to their homes, where people are in a very leisurely mood."

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