Ice Breaker Q4 Can Launch Campaign

Q4 2021 Can Launch Campaign

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.

Key objectives:

To drive trial and awareness amongst the target demographic
Increase sales in Waitrose
Link Ice Breaker to social ‘break the ice’ moments
To sample 125,000 units

Experience

We focused our strategy on two main types of activation:

Hero activity

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.

Research

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.

125,000

Cans of Ice Breaker Distributed

92%

Consider Going on to Purchase

94%

Would Recommend to a Friend