New delicious yogurt drink brand uses real world activity to bring campaign to life.
One of the UK’s busiest stations was the recent target for FrieslandCampina’s latest campaign for its new healthy yogurt drink, Optiwell.
The activity involved the takeover of multiple poster sites across the station, combined with experiential sampling run by real world agency Sense, along with digital support through online brand display and social media.
“The Waterloo domination was chosen for Optiwell, our new delicious fat-free yogurt drink, due to the large reach and frequency of coverage it offers. With multiple poster sites in close proximity at the station, it allows for strong brand visibility and impact, which is essential when launching a new brand,” said Will Jones, Marketing Director at FrieslandCampina.
“We provided the commuter with unmissable brand information on exiting the station, followed by a free sample for them to try at a fitting time via an on-the-go bottle for consumption when a snack is needed, replacing people’s usual unhealthy snacks and emphasising Optiwell’s role in helping people resist those tempting snacks: ‘with Optiwell, resisting temptation has never tasted so good’.”
The campaign ran from 16-20 February, targeting 25 to 45-year-old women.
“Our trained brand ambassadors delivered around 60,000 330ml chilled bottles of Optiwell to commuters and 45,000 coupons offering 50p off their next purchase over the five live activity days,” said Anna Stennett, Account Director at Sense. “It’s part of a large-scale multi-channel advertisement campaign centred on London, which includes distribution drives and in-store activation. We had already distributed 450,000 samples since the brand launched late last year.”
“Feedback from consumers was really positive, from: ‘That’s just what I needed,’ and: ‘Better than my morning coffee,’ to: ‘Perfect for breakfast’, and ‘Great for after the gym when I’m starving.’”