All Services

Direct experience of “TASTE THE FEELING” Large-scale sampling project for Coca-Cola Zero

In summer 2016, Coca-Cola Switzerland set itself the goal of providing a direct experience of its “taste the feeling” slogan by holding a nationwide, large-scale sampling drive for Coca-Cola Zero. USP got the nod over several competitors in a large agency pitch and was placed in charge of the design, planning and organisation of mass sampling from May to July. Samples were distributed at the nine busiest railway stations in Switzerland, during which roughly a quarter million ice cold Coca-Cola zeros were handed out.

Besides overall planning and organisation, USP was also responsible for creating a branded look for the almost 50 members of the promotion team. This meant defining a dress code, which matched the brand and ensured a trendy, sexy and casually cool appearance.

In addition, USP developed special and eye-catching sampling containers especially for the activity: plus-sized replica Coca-Cola zero cans – with a straw and branding clip, of course – ensured a striking brand presence and strong visibility. The large capacity and special panelling of the replica cans to help keep the samples cool created not only a persuasive brand experience, but also worked perfectly from a technical perspective as well.

Particular attention was paid to the intricately planned refrigeration logistics, which guaranteed that each sample was delivered to the target group at precisely the right temperature to ensure the greatest possible enjoyment. USP consistently satisfied all requirements in cooperation with its professional logistics partner.

During the 85 high-intensity project days, the promoter team recruited and trained by USP made certain that the target group received an ice-cold Coca-Cola Zero and therefore experienced the campaign slogan “taste the feeling” at first hand.

Briefing

Full service marketing agency for the design, planning and organisation of a nationwide sampling project on behalf of Coca-Cola Zero, taking into account the specified objectives.

Solution

Persuasive activities with top performances in terms of range & trials, an emotional and high-visibility brand presence, hand-picked promoters to match the brand and a great deal of expertise in the management of logistics processes involving an end-to-end cold chain. All wrapped up in committed full services from the USP project team.

Result

Over 240,000 trials and considerably more “taste the feeling” moments for a memorable brand experience

Do you have questions about this case?

Andreas
Ruuska

Client Service Director | Live Marketing & POS-Merchandising

andreas.ruuska@usppartner.ch
+41 43 388 30 85

Scroll to top