CASE STUDY: Caffe Latte 'Try Me Free'
Provided by Toucan
Toucan devised an on-pack promotion which allowed consumers to trial a new coffee brand for free, creating a sales uplift of 16%
What was the Challenge / Background of the Campaign?
Toucan is an independent Brand Activation and Shopper Marketing agency. We specialise in creating engaging, idea driven campaigns for FMCG clients which will get that all important sale. Emmi asked us to create a campaign to introduce a highly motivating consumer offer on their new coffee brand that would start to encourage trial amongst new users. The activity needed to be easily communicated across all participating retailers without the need to change the pack design.
What was the Campaign Objective?
The campaign objective was to gain trial and drive sales.
What was the Solution?
We came up with a 'Try Me Free' promotional solution to reward shoppers for a single purchase, a technique which builds reassurance in consumers' minds that they can try something different without spending unnecessarily. A full refund was offered, in the form of a personal cheque, in exchange for a till receipt and a foil lid. The offer was communicated via a promotional cup sticker and supported with additional shelf tray branding.
What were the Results?
The activity achieved a strong sales uplift of 16% and promoted the brand to a new group of chilled coffee drinkers.
What were the Key Learnings of this Campaign?
After 22 years Toucan is still an independent company. Our clients say they love our agility and flexibility. We have no constraints and complications from a parent group or other affiliations. We believe our people are our biggest asset, our creativity and our culture get us noticed - we're an approachable, friendly family that our clients become part of too. There's no one-size-fits-all mantra at Toucan; we ensure a tailored approach to every brief to get big results, whatever your budget.