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