Crystal Light’s Truck Puts the Dazzle in Diet Drinks
Crystal Light had a reputation for being just a dieter’s drink, so to spark a major shift in consumer perception the brand launched its first-ever mobile tour. At the heart of the initiative was a small yet mighty box truck that opened up into a dazzling, multi-sensory environment designed to appeal to the brand’s female, 18-to-54-year-old target. At the press of a button the 28-foot-by-15-foot truck’s side panels unfolded and locked into place, creating the illusion of a row of city storefront windows. Materials like hot pink and orange transparent panels outside, and bright super-sized photos and graphic panels inside were used to evoke the product’s colorful and vibrant brand attributes.
From April to September the truck rolled across the country making stops where busy, active ladies live, work, shop and play. At events, women who already had their own water were invited to add a Crystal Light On the Go stick to it. Those who didn’t received a full-sized sample. Outside the trailer a troupe of expert cosmeticians treated attendees to free makeovers. Color tips and tricks were tied into the Pump It Up theme. An emcee kept the event atmosphere energized by leading games, trivia contests and activities from the stage. Attendees received branded prizes, such as water bottles, product samples and coupons.
As women entered the trailer, they could explore the spectrum of Crystal Light flavors at the Flavorscope Bar by taking a personality/flavor indicator quiz. Everyone who participated received a free compact that reflected her flavor personality profile. Attendees could sit in retro moon chairs and match their mood to one of four themed musical tracks, each tied to a CL flavor: Beautifully Radiant, Fabulously Spirited, Refreshingly Fun and Stylishly Savvy. An interactive experience called the Pump It Up StyleFinder invited guests to use a touch screen to mix and match tops, bottoms and accessories and then instantly project the style silhouettes on a full-sized mannequin. Women could browse and purchase celebrity bracelet designs and Crystal Light branded water bottles at an interactive computer kiosk. All proceeds went to the Step Up Women’s Network, a national nonprofit membership organization dedicated to strengthening community resources for women and girls. At the kiosks, attendees could also vote for their favorite Crystal Light flavors, or suggest new Crystal Light flavors via web voting stations. And what would a glamorous female-focused event be without a goody bag? Kraft filled its with a full suite of Crystal Light samples.
The tour generated 5.9 million impressions, 850,000 targeted consumer interactions and distributed over 696,000 samples. Female consumers spent an average of nine minutes visiting the experience.
“This was the first time that Crystal Light had done an experiential interactive tour and it brought a lot to the success of the program,” says Deb DePaolo, promotion manager at Kraft. “Overall our tour vehicle really enhanced the transformative energy that Crystal Light conveys.”
Drinking eight glasses of water a day is hard work. Pump it up? Sign us up!