Client:
Danone Activia
Challenge:
Develop a nationwide experiential sampling activity programme to launch Activia Pouring Yogurt in the Irish market
Solution:
Building on the "Breakfast Will Never Be The Same Again!" theme, we used real and imitation floats to introduce the new Activia Pouring Yogurt product to consumers nationwide.
The real float was modified to mimic the float in the advert, which was running on TV at the time. The float allowed staff to sample directly from it and music attracted attention.
Imitation floats were also developed to allow us to reach more consumers with complimentary samples in shopping centres over a 4-week period.
The floats were true to the brand, highly visible and memorable. Three Activia Pouring Yogurt flavours were sampled and served with Kellogg's cereals.
A consumer competition offered consumers the chance to win €5000 and this was supported by Facebook advertising. Consumers also had the chance to win an Activia hamper basket at the float activity.