Ice Breaker Q4 2021 Can Launch
In Q4 2021 Greene King briefed Purity to help support a new listing in Waitrose of their Ice Breaker pale ale which had just been launched in can format.
We focused our strategy on two main types of activation:
We designed an experiential activation to increase brand awareness, drive trial and give consumers the opportunity to reconnect and break the ice in a social environment. This was done by creating an interactive pop-up bar with engaging games and the ability to sip sample as well as distributing full can samples. Locations included major shopping malls such as Bluewater and Trafford Centre, alongside events such as the Hampton Court Food Fayre.
Mass distribution activity
Mobile sampling units were produced to enable us to sample in volume, raise brand awareness in high footfall locations and give staff the opportunity to communicate the Waitrose listing and new can. Locations included Waterloo station targeting consumers heading to Twickenham for 3 of the Autumn Rugby Internationals, along with Liverpool and Birmingham mainline stations to reach commuters on their way home, and popular high footfall locations such as Spitalfields Market.
Alongside both strands of the activity, we built in an online research mechanic via QR code with a ‘win’ incentive (a Waitrose Christmas with Ice Breaker). Consumers were sent to a bespoke landing page where they were asked to respond to a series of questions set by the brand. Over 900 entries were received giving our client some vital consumer insight into its brand and consumer purchasing behaviour.
From a survey of 904 respondents:
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