Emmi Caffe Latte

Guerrilla Marketing Services | Emmi | i2i Marketing Case Study

Building new product awareness with consumer sampling

Type: Guerrilla Marketing Client: Emmi
The Challenge

Driving consumer trial

Introducing UK consumers to Cafe Latte and the growing chilled coffee concept through guerrilla marketing services

Despite the expansion of the coffee market in the UK, iced coffee drinking remains a novelty for most. Emmi looked to sample their Caffè Latte drink to inspire new consumers to make it their drink of choice by building brand awareness and letting consumers trial the delicious taste for themselves.

Education was key: our challenge was to address low awareness of iced coffee as a grocery product, rather than just a coffee house chain staple.

The Idea

Highly branded sampling team

Funky megavan was designed to be highly mobile whilst delivering high volume chilled samples

Part of the delivery of our guerrilla marketing services included creating a mobile Caffè Latte café funky megavan conversion, distributing generous chilled samples to give an instant taste of “fresh coffee, ice cold.” During the week, we targeted working adults on their way to and from work. At the weekends, we activated at groceries to sample and convert consumers as they completed their weekly shop.

Emmi Caffe Latte
Emmi Caffe Latte
Emmi Caffe Latte
Emmi Caffe Latte
The Impact




Sales uplift at Tesco


Sales uplift at Sainsbury’s
  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

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    Iso Active, Brand Manager

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  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

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  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

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  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

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  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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