Drinks Sampling & Print Distribution

Case Study

Client: Coors Brewers

Campaign: Coors Project Dude

Brief:

Raise awareness amongst students of Coors brand, prompt trials and encourage purchases

Strategy :

Advanced promotion teams distributed “goody bags” to students in:

• Halls of residence buildings
• Around university campuses
• Across student residential housing areas.

Students received posters saying “display me in window for free beer”, alongside vouchers, maps detailing local stockists, stickers and a bottle opener.

The following week, the sampling team revisited all areas, distributing samples to all students who had displayed posters on the windows of their bedrooms in halls of residence and across the student residential housing areas.

At night, the promo teams visited students across busy student area pubs and bars, wearing adwalkers (wearable computer games), interacting with students and getting them to compete to win free beer vouchers.

Sampling teams visited university campuses, handing out chilled bottles of Coors, along with promotional literature.

Results:

• Over 100,000 chilled bottles of Coors were sampled throughout the campaign.
• 50,000 goody packs were distributed to students.
• Approximately 80% of off-licenses in each city sold out of Coors stock from the redeemed beer vouchers.
• Approximately 70% of all student areas covered had Coors-branded posters displayed in windows (across student streets and in halls of residence).