HARP – Relaunch

 TENSION:-

Low patronage despite its heritage to competition. There was need to reveal/relaunch the new Harp Bottle and lay emphasis on its quality and heritage to the 21st century consumer.

OBJECTIVE

  • Conduct trade launches in key regions .
  • To sample 2400 consumers of the 5000 expected to attend the event
  • To engage consumers on the relaunch of the Harp Brand

SOLUTION

Creating and leveraging on a series of unique experiences that showcase the brands strengths: QUALITY & HERITAGE

TRADE LAUNCH : Simulating a Flight Experience.

CONSUMER LAUNCH : Leveraging on large consumer cluster events in major cities to carryout massive direct consumer sampling activities

RESULTS

  • 6 trade launches with an average of 500 trade partners
  • Special visits to key distributors in each region to award customised packages
  • A total of 91% of consumers were sampled the event(Shoprite ICM).
  • 1470 consumers attended the event:
  • Large display mock up of the new bottle unveiled at the event