The Brief
Convert hundreds of thousands of drinkers to one of S&N’s cider brands through engaging face-to-face conversations and trial.
Delivery
In the UK’s largest ever Brand Experience campaign, our teams of 250 Brand Ambassadors visited over 3,000 pubs nationwide. Their role was to create an unforgettable conversation (based on each person’s individual taste preferences) that would be memorable beyond the complimentary half pint ‘taster’ from a choice of seven S&N ciders. Psychometric profiling enabled us to find this large team of extraordinary people all of whom completed intensive training to equip them with the expertise and knowledge to elevate the interaction beyond the merely transactional. Table service, in chilled branded glasses, added to the premium experience, whilst money-off vouchers encouraged future repeat purchase.
In addition, a series of more experiential themed nights in 300 Greene King venues were held - for females an ‘Our Treat’ pampering theme was created and for males a Las Vegas ‘Big Deal’ night. A range of prizes were on offer for consumers, from £5,000 in cash to Trips to Las Vegas and other holiday breaks.
Finally to secure strong buy-in from licensees, our Event Managers ran an extensive bar staff engagement and training programme and comprehensive promotional packs were produced to aid customer recommendation.
Results
An astounding 172,369 consumers were trialled, 1 in 4 of these were converted to consumers, going on to purchase S&N products again.