Activia Pouring Yogurt was first launched by Danone in September 2010, complementing the range of yogurt brands under the Activia umbrella such as: Greek Style, Fruit Layers and Intensely Creamy.
Available in three flavours: Natural, Vanilla and Strawberry, the renovated product has an overall improved flavour which consumers can enjoy in a variety of ways, over a cereal, fruits or even as a drink on its own.
Danone approached Hotcow to deliver an impactful and experiential sampling campaign for Activia Pouring Yogurt and drive trial of the new product renovation whilst demonstrating the product usage versatility.
The strategy was focused on bringing to life the brand’s message ‘Shake Up Breakfast’ and change consumer’s perception of both the brand and newly enhanced product taste.
Insights from Hotcow’s research project ‘Building Brilliant Sampling Campaigns’ have highlighted that consumers will try a sample if the stand looks visually appealing. By influencing consumers at the moment that it will impact their decisions with a positive, feel good experience, they will be more likely to consider buying the product.
What we did
The sampling campaign was activated at key retailers, Tesco and Morrisons, for 25 days. We used highly visual communication tools to interrupt the shopper journey and trial the new taste.
A price promotion coincided with the activity to drive sales. An instore rep was positioned at aisle to enhance visibility of the product.
To amplify the breakfast usage occasion we demonstrated how Pouring Yogurt tastes good over a range of cereals (in partnership with Kelloggs).
So, what happened..?
- 123,430 samples were distributed.
- 181,890 people exposed to the brand and product (interactions plus spectators).
- Secured uplifts instore of between 300 – 2,000% per day.
- 57% of visitors to the the stand said they had not considered using the product before they tried our sample.
- 69% left the stand loving it and were definitely or extremely likely to purchase in the future.