We felt empowered and supported to push for something a bit different.”

Alejandro

Spain

The launch of Tassimo in Spain meant working closely with the sales team at Bosch, so there were different priorities and different cultures to integrate. But it was my job to coordinate the team and train everyone up. And – through joint presentations – to make sure all of Bosch and Kraft Food's big customers were engaged with the project. That's where we spotted a big opportunity. Why not sell our coffee where Bosch usually sells appliances?
 
Of course, similar projects have been done elsewhere. But we felt empowered and supported to push for something a bit different. So I trained up a team of expert demonstrators with a video, instead of a manual, to show how the machine worked. In fact, I was the actor in it. Then we held about 4,000 demonstrations in big Spanish department stores, with our coffee on sale too. We had some of the best results in Europe, and have been able to share our experiences with other countries.