CASE STUDY: Tropicana Essentials: Beat The Yawn

Provided by Initials Marketing
CASE STUDY: To launch Tropicana Essentials we challenged commuters to BEAT THE YAWN whilst distributing over 20,000 samples.

What was the Challenge / Background of the Campaign?

To create buzz and excitement about the New Tropicana Essentials range at the time of its launch encouraging trial and awareness amongst wellness wannabes.

What was the Campaign Objective?

To drive trial and awareness of the new Tropicana Essentials range in such a way that the essential goodness of the product were brought to the forefront and the benefits made clear. The campaign needed to ensure amplification of the experience beyond the live activity itself.

What was the Solution?

We challenged commuters to 'Beat the Yawn' in the face of a sleep inducing video and let Tropicana Essentials Vitality give those that needed it a little pick me up. Our fresh-looking oasis in the middle of Waterloo station also distributed samples of all four flavours of the new juice. - Beat the yawn challenge captured on camera and commuters encouraged to share on social media. - Chance to win a £200 rejuvenation voucher. - Commuters had the chance to trial all 4 flavours in the range.

What were the Results?

Exceeded campaigns objectives of trial and engagement: 2 LIVE DAYS 625,420 TOTAL OPPORTUNITY TO SEE 20,199 SIP SAMPLES DISTRIBUTED 1,144 BEAT THE YAWN CHALLENGERS 6,650 MONEY-OFF COUPONS DISTRIBUTED

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
All adultsBoth
ABC1
C2
DE
EVENT
EXPERIENTIAL
SAMPLING
SOCIAL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
London, All Regions05 Feb 18INCREASE SALESEVENTS
EXPERIENTIAL
SAMPLING
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