CAMPAIGN OVERVIEW

Expanding Branding were commissioned by Coca-Cola Beverages South Africa (CCBSA) to implement a Coke Zero Sampling campaign which ran from May – December 2017. The Objective of this campaign was to introduce as many shoppers as possible to Coke Zero Sugar. To highlight the Product Benefits: Contains Zero Sugar; New Improved Taste; Tastes more like Coke. To encourage calorie conscious consumers to taste and buy the product. To remind consumers that Coca-Cola is a drink for everybody. To incentivize shoppers at Month End by rewarding them with a Free Gift. During the month product is on price promotion. Our promoters had to engage with 300 people, sample to 250 people & sell at least 60 x 2L’s per shift. There were various novelties available at month end when foot-traffic was increased in stores nationwide. The novelties included ear buds, cooler bag, key-ring, etc. 

CAMPAIGN OUTLINE

This campaign had a variety of shift types, ranging from In-store (TEG), Petrol Stations (PFM), Local & Traditional Outlets (L&T), Independent Wholesalers (IWS), Liquor Stores (LIQ), Women’s Interest Groups and Outdoor Events. Our Target Shifts were 11 000 in the space of eight months, we ran 10 970 shifts. Our Target tastings in those eight months were 2 500 000 people, we managed to interact with 3 159 352 people & sample to 2 572 434 of them. We exceeded our target by over 72 000 people. 

SUMMARY

This campaign had a variety of shift types, ranging from In-store (TEG), Petrol Stations (PFM), Local & Traditional Outlets (L&T), Independent Wholesalers (IWS), Liquor Stores (LIQ), Women’s Interest Groups and Outdoor Events. Our Target Shifts were 11 000 in the space of eight months, we ran 10 970 shifts. Our Target tastings in those eight months were 2 500 000 people, we managed to interact with 3 159 352 people & sample to 2 572 434 of them. We exceeded our target by over 72 000 people. Many of the shoppers said that the product no longer has a lingering after-taste & people were pleased with the new packaging. Many consumers enjoyed receiving a novelty at month end. The Coke Zero brand gained significant traction in the TEG market & people would like to see the teams back in-store soon. 

CAMPAIGN OVERVIEW

On the the 9th November Sun City hosted the opening ceremony for the 2017 Nedbank Golf Challenge. The event took place on the Beach at the Lost City. The 2017 theme was Rio Carnival. Fuze set up a cocktail bar at the entrance to the beach and all VIP’s and attendees were welcomed with a delicious Fuze Cocktail on arrival. Sun City provided two barmen to produce the cocktails which were served during the event to all the patrons. The Cocktails were carefully designed to compliment each Fuze variant.

THE OBJECTIVE

The aim of this campaign was to sample the tailor-made Fuze Cocktails to all the Golfers participating & spectating the Nedbank Golf Challenge. We had an experienced team of brand ambassadors dressed in Rio-themed clothing walking around the event offering people a refreshing sample of the product. The stand attracted many people because of the bright bold colours. We were positioned right by the entrance & exit of the event with increased the amount of people who visited the team. Our team was highly skilled & trained in the features of the product so when
asked, they could respond intelligently. We managed to make 1440 Cocktails throughout the event. The Swinger  which was made with Lemon Fuze Tea- was the most popular variant having made 336 Cocktails. It was served with 1.5 shots of Vodka, freshly squeezed Lemon & Orange, fresh mint & a maraschino cherry. People who visited the stand commented on how much they enjoyed the innovative cocktails. The setup was eye-catching & positioned right by the entrance of the event, which increased the number of samples handed

LEARNINGS

People who visited the stand commented on how much they enjoyed the innovative cocktails. The setup was eye-catching & positioned right by the entrance of the event, which increased the number of samples handedout. We made 1440 cocktails in total The Sun City staff were helpful in supplying the ice, alcohol & staff. However we need more staff on the ground to deal with the high demand of cocktails. Bring in the second sampling station to adequately provide for the crowds.