Drinks Sampling & Print Distribution

Case Study

Client: Coors Brewers

Campaign: Coors Project Dude

Brief:

Raise awareness amongst students of Coors brand, prompt trial & encourage purchases, in on and off trade.

Strategy :                    

Advance promotion teams distribute “goody bags” to students in

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

Students receive 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 revisit all areas, distributing samples to all students who have displayed posters on their windows of their bedrooms in halls of residences and across the student residential housing areas.

At night, the promo teams visit 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 visit university campuses, handing out chilled bottles of Coors, alongside promotional literature.

Results:

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