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Guerrilla Marketing Services | Emmi | i2i Marketing Case Study
Building new product awareness with consumer sampling
Type: Guerrilla Marketing
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.
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.
Sales uplift at Tesco
Sales uplift at Sainsbury’s
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Aquafresh, Brand Manager
“i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”
Iso Active, Brand Manager
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Paula, Brand Manager
“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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General Mills, Olympic Project Director
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.