Parkers Organic Sparkling Juice - Sampling Event

Objective: To generate brand awareness, trial, interest and excitement amongst the core target market. To drive buying behaviour by getting Parkers Sparkling Organic Juice into the mouths of as many consumers as possible, for immediate purchase and ongoing purchase. Aggressively grow Parkers Sparkling Organic Juice share, within the Juice Category and to increase distribution to all variants into Woolworths stores nationwide

Activity: A team of Brand Ambassadors across Australia's eastern seaboard conducted a total of 257 x 4 hour sampling sessions in Woolworths Supermarkets. The sampling sessions were conducted in Melbourne, Sydney and Brisbane, with the Brand Ambassadors working in a tactical capacity over an 8-week period. More than 40K consumers enjoyed a sample of Parkers Organic Sparkling juice and were educated on the attributes of the product during this event.

Communication: Face to Face training of Branded Ambassadors, motivating a strongly dedicated team in each state. Brand Ambassadors used a branded 'trolley' to conduct mobile demonstrations, intercepting customers at the point of purchase (customer doesn't have to come to the brand ambassador). Branded uniforms were used to convey/reflect products, using fresh fruity colours.

Results: A total quantity of 10394 units of Parker's Organic Sparkling Juice was sold during the Sampling Event. Sales increased from an average of 4 units per store per week to an average of 40 unit sold per session. An increase of over 1000%. Distribution was increased to all Woolworths stores nationwide.

Related services: Sales, Merchandising,