PRODUCT SAMPLING

CASE STUDY

Drink Sampling & Promotions Case Study / Young Professionals

Client: Kronenbourg Blanc (and agency 3x1)

Campaign location: Edinburgh, Glasgow, North London and South West London

Brief:

Increase awareness amongst their key target audiences and drive sales through selected stockists (pubs, bars and clubs).

Campaign Description:

• Link Communication devised a high impact, integrated experiential campaign using sampling, flyering, vehicle media and street theatre marketing.
• Teams dressed head to toe in white (white wigs, white faces, and white body suits), to recreate the visual imagery used on the above the line creative.
• Costumed promo teams were positioned around fashionable shopping streets during busy weekend shopping hours handing out invites to the selected venues which were hosting the sampling later that same evening.
• At night the full promo team arrived at each venue in a branded white limousine (which toured around the busy bar areas).
• The teams entered each venue (to the sound of many jaws dropping!) and casually went up to the bar and jointly sampled a glass of Kronenbourg Blanc.
• Once the buzz inside the bar was at its height, the promotion team went round to each customer offering a complimentary glass of Blanc and explaining the details and key features of the new drink to the customers while they enjoyed their sample.

Results:

• The activity was successfully executed across 20 selected stockists within each city over the selected weekend.
• Each venue participating in the campaign received two extra barrels to ensure the supply for sampling activity did not use up any of their standard volume.
• Every single bar visited by the teams sold out of stock, as an amount of customers who had tried the sample went on to order extra rounds throughout the evening.
• The Kronenbourg brand ambassador was so impressed; she immediately commissioned Link Communication to undertake targeted sampling across some of the other Kronenbourg brands.