The Growth Hub Stroud Road, Cirencester Gloucestershire, GL7 6JR
Emmi | Pop Up Shops
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
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
A mobile Caffè Latte café was created with a 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
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Iso Active, Brand Manager
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Paula, Brand Manager
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MAOAM, Brand Manager
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