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KA | GUERRILLA MARKETING CAMPAIGN

Delivering Full of Flava KA Samples to Urban Locations

Type: Guerrilla Marketing Client: KA
The Challenge

Raising trial & brand awareness of KA

Getting products into the hands of consumers in a memorable & engaging fashion.

The main focus of our guerrilla marketing campaign was to drive awareness and trial, therefore getting the products into the hands of the core audience, in a memorable way, was essential.

i2i were briefed to utilise the brands colourful assets to create a set-up which would stand out in busy urban centres.

 

 

 

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The Idea

Summer sampling tour

Delivering delicious samples to target audience of new KA product launch

i2i recommended a sampling schedule for the KA guerrilla marketing campaign, to reach major urban destinations in both London & the Midlands, where KA would be able to target their core audience.

Utilising the brand assets i2i designed an innovative kit using dumpbins shaped as replica cans, a highly branded recycle bin to encourage responsible disposable of waste and brightly coloured uniforms.  We also developed a KA spinning wheel to enhance the unique mix of brand flavours as well as large festival flags to give height branding and stand-out in busy locations.

All customers were offered a different KA flavour to try & to provide valuable consumer feedback to the sampling team.

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The Impact

70%

new trialists

58,500

Samples

80%

Future purchasers
    testimonials

  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

    • testimonials

  • “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

    • testimonials

  • “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

    • testimonials

  • “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

    • testimonials

  • “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

    • testimonials

  • 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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