Following the launch of the new Absolut Mixt RTD (ready-to-drink) range Purity were briefed to design, produce and tour a branded asset to various events across the summer.
The focus for the sampling campaign was to identify events and opportunities which would be associated with a casual daytime drinking occasion, whilst offering samples of Absolut Mixt at these events.
Alongside sampling we were tasked with building in a simple measurable mechanic to collect data on consumer insights around the new Mixt cans.
We designed and refurbished a classic horsebox transforming it into a pink mobile Absolut bar, with ample space inside for the sampling team to use it as a base for storing, preparing and handing out samples from. Purity shortlisted several locations associated with outdoor drinking occasions. The campaign started with visits to the Roehampton and Sheffield University Summer Balls.
The next stop for the Absolut Horsebox was Mighty Hoopla Festival in Brockwell park where the team sampled Absolut Juice. Festival goers were given a choice of Apple or Strawberry samples garnished with fresh slices of apples or strawberries.
The team used a simple data mechanic app to collect consumer insights on the Mixt cans at the University Balls.
Our team have sampled over 11,500 cans of Absolut Mixt across three locations and nearly 5,000 samples of Absolut Juice at the Mighty Hoopla Festival. Over 200 insights were captured from the audience to provide a great snapshot of opinions and feedback.
The next phase of the summer sampling tour begins soon, keep your eyes peeled for where we take the Absolut Horsebox next!
Photos by: Matt Whitely (Black and Whitely)
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