Coke Boosts Beverage Portfolio With Sensorial Sampling - Event Marketer

Coke Boosts Beverage Portfolio With Sensorial Sampling

DB_Gold_Coke - Dasani_2009 Ex
Brand: COCA-COLA
Agency: CPC INTERSECT
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2009

To create brand awareness for its Still Beverage Portfolio, the Coca-Cola Company kicked off a multiple beverage sampling campaign throughout the country. The products: Full Throttle Energy Drink, Nestea, Caribou Coffee, Dasani Plus Water, Simply Juice, Minute Maid Juices, Odwalla Juices and Gold Peak Tea.

To make it happen, Coca-Cola created the Still Beverage Field Force to provide sampling, sales and merchandising support. The strategy was to have a field force of 1,500 people trained to be able to switch brands, adapt and integrate them into specific environments on a daily basis. The tour hit 23 base markets covering 40 major metro areas in a Sprinter Van with brand customization that could be changed for each beverage.

Consumers were engaged using sight, sound and ultimately taste through graphics, music, product samples and engaging brand ambassadors. The bonus: Expenses associated with equipment, vehicles and the entire program management team were all divided among each brand keeping the program more cost-efficient.

The tour was activated at more than 3,600 sampling events, generated a 35 percent increase in trial and drove a 50 percent increase in repeat purchases.

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