Case Studies Young Female Professionals

EXPERIENTIAL MARKETING

CASE STUDY

Drink Sampling Case Study / Young Female Professionals


Client: Beverage Brands

Campaign: "It's a Girl thing" Caledonian Cooler Sampling Campaign

Brief:

Execution of a memorable and engaging sampling campaign across shops, offices and salons, serving chilled bottles of Caledonian Cooler to female recipients (aged 20 to 30) during late afternoons.

Campaign Description:

Link Attractive / muscular male promotional staff wearing fitted vest tops (branded) and Scottish style kilts, offered chilled bottles of Caledonian Cooler, alongside discounted sales vouchers to females working in city centre shops, hair / beauty salons and offices. This was a simultaneous campaign across 8 major cities

  • THURSDAY AFTERNOON - The teams visited ladies clothes shops, beauty salons and retail units of all types.
  • FRIDAY LATE AFTERNOON - The teams covered office areas, going into office buildings and businesses. During rush hour, they positioned themselves in high footfall walkways, near busy commuter links, sampling closed bottles to professional females after work, telling each recipient to "celebrate the weekend" when they get home.

All teams introduced themselves as being from Caledonian Cooler, explained details about the drink, the natural flavours, low calories, Scottish spring water, etc - and explained where to redeem their voucher.

Results:

  • The response to the campaign was very good, but was particularly emphatic on Friday as people were winding down for the weekend and appreciated a free drink.
  • The product was new to everyone and nobody had heard about it so they were all very interested.
  • The kilts went down well and they got the usual humorous comments and lots of whistling. The team felt they could have been able to target both men and women as lots of men approached them with interest and got despondent when they were told that it was "a girl thing" / just for women.
  • Several cities were forced to slow the distribution on the first day of the campaign as the samples proved so popular. This allowed the teams to spend more time with the target audience discussing the selling points of the product.