We have launched a 190 day experiential samplingcampaign designed to encourage
consumers to try Danone’s new yogurt brand Danio, a new range of super thick
and super tasty strained yogurts.
An eye-catching Airstream trailer,
decked out in Danio colours, is offering shoppers the chance to sample six
mouth-watering flavours of Danio in an area evocative of the approaching spring
and summer, with bright colours and beach umbrellas. Well-informed brand
ambassadors are on hand to drive key brand messages and instigate conversations
about Danio whist handing out samples and discount coupons.
The campaign will run until August and
will visit Tesco, Asda, Morrison’s and Sainsbury’s stores nationwide with the
aim to deliver over 300,000 samples and inspire thousands of brand
Anna Bradshaw, Account Director here at BEcause comments:
“Danio is a super thick and super
tasty strained yogurt that is high in protein and low in fat. By
embarking on an extensive sampling campaign we hope to introduce shoppers to
Danio and allow them to experience the product first hand. It’s a great
way to get people talking, build trust and drive purchase of this excellent
product in a cluttered market.”
The Danio range of low
fat, high protein strained yogurts was launched in
January 2013 and comes in six flavours. It follows the launch of Danone’s
Greek-style yogurt Oykos in May 2012, which was also supported by an experiential sampling campaign devised by BEcause.
Getting consumers to try your product can
be a great way to build a relationship with them. To encourage people to try
Coke Zero, as a sugar-free alternative to standard Coca-Cola, the brand came up
with a blind-taste experience. Passengers were given cups of Coke Zero as they
got onto a plane, when on-board they were asked if they wanted to exchange the cups
for standard Coca-Cola. Some did and hidden camera watched them merrily
drinking. After a while they were informed they were actually drinking Coke
Zero from Coca-Cola cups - "Same great taste, zero sugar".
In a recent sampling campaign for Lux "Magic Spell" shower gel, which targeted spas and gyms, ladies shower rooms were decorated with stickers that reacted to water. Whist showering the white ink disappeared to reveal trails of purple orchids. When the walls and floors dried the ink returned to white, ready to surprise the next user.
We recently ran a tempting sampling campaign encouraging consumers to try Danone’s new luxury Greek-style yogurt, Oykos.
In line with Danone’s television advert featuring Britain’s Got Talent judge, Amanda Holden, the yogurt was handed out by bare-chested male models at four London train stations and Westfield shopping centre, from a glamorous Greek-inspired stand.
The tasty chaps caught the eye of many a passing lady and worries of delayed trains or crammed carriages seemed to melt away! Scrumptious yogurt and delicious men, what a treat!
Anna Bradshaw, Account Director, BEcause comments:
“Danone has developed Oykos to be wonderfully thick and creamy – a real taste of luxury! With this sampling activity we wanted to show people on the go that we all have time to be swept off our feet and indulge in a little luxury.”
Fancy seeing a bit more? You can watch the campaign video on our YouTube channel!