CASE STUDY: Heineken Launches new Foster's Radler for Summer
Provided by Arc Worldwide
We celebrated the launch of refreshing new Foster's Radler with live brand experience at point of purchase
What was the Challenge / Background of the Campaign?
Foster's Radler is standard Foster's lager cut with cloudy lemon and is a low alcohol drink at 2% ABV, however the initial UK launch in March had gone practically unnoticed in the category so our brief was to create an engaging and laid-back retail brand experience that took cues from the ATL "Aussie boys in the beach hut", with an effective mechanic to drive consumers into store and purchase.
What was the Solution?
Arc London created a multi touchpoint consumer journey which brought the Australian sunshine to shoppers at seven of Tesco's top superstores. The delicious product was sampled from our very own branded beach hut at front of store, where consumers were also given a stepped coupon to be redeemed on packs of Radler at various stages over the forth-coming month, to encourage repeat purchase.Mass product placement throughout the store plus in-aisle sampling were the final elements to ensure the product reached baskets before shoppers headed to the checkout.
What were the Results?
Over 7,000 samples distributed,
7,100 coupons distributed,
16,700 new customers encouraged into the lager category in Tesco since launch,
Achieved over £2m in value sales since launch,
Experiential sampling increased overall sales value by 83.2% and customer penetration by 122%
What were the Key Learnings of this Campaign?
Staff profile was absolutely key and careful casting ensured spot on brand representation that not only resonated with the target audience, but brought the essence of the campaign to life in an otherwise rather uninspiring environment for live brand experience. Having music to lift the experience and turn the heads of shoppers coming towards the store entrance added another level of sensory engagement that really delivered against targets for samples & interactions.