Following a major rebrand, zeo were looking to drive trial and increase awareness of their new and improved range of flavours. Ambient were challenged to sample chilled zeo throughout London and UK regional cities on a guerrilla basis, London offices and at Run or Dye ‘colour run’ events throughout the UK.
All drinks must be distributed chilled alongside key messaging by ‘on-brand’ brand ambassadors and vouchers to drive purchase.
Ambient created a carefully planned summer guerrilla sampling schedule to take advantage of high concentrations of the target audience at key events. We created the “Perfect Serve” (1-3˚C delivered with key brand messages) and ensured compliance with this at all stages of the logistics chain.
Our zeo Brand Ambassadors and Team Leaders were trained to ensure key brand messages were delivered to consumers consistently and accurately. To complement the Perfect Serve, we distributed brand reminders and to drive purchase we ensured each recipient received a voucher.
All of the elements were evaluated using field research captured at two stages, which provided deeper insight into consumers opinions throughout the campaign and allowed us to compare findings with initial focus group research.
100% compliance with the ‘perfect serve’.
360,000 samples delivered.
Marked increase in sales in areas where sampling was conducted.
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