Sparking Water Sampling
Purity supported the launch of the 33cl can format of evian sparkling water.
Our brief was to give consumers the opportunity to taste and experience the freshness & pure* taste of evian natural mineral water, now for the first time available with light, fine added sparkles. Showcasing the dazzling, effervescent and refreshingly light bubbles using the campaign tagline of ‘We’ve Added Sparkles’.
The key objectives were to:
- drive awareness that evian now has a sparkling range.
- drive trial of evian Sparkling through sampling.
- communicate key brand messages “we’ve added sparkles”.
- support the media with sampling taking place by being in locations in close proximity
- conduct supplementary consumer research through the survey
We activated in high footfall locations between May and July sampling chilled cans of evian sparkling water, refreshing consumers at mainline trains stations, central London areas such as Soho and city parks, and finally in the queue at Wimbledon Tennis Championships.
106,000 chilled cans sampled
85% of consumers sampled rated their experience as very good or excellent
89% of consumers liked or really liked the taste of evian sparkling water
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