Coca Soft Drink Consulting
The Challenge: Stimulate brand preference within key consumption occasions - at work, leisure out of home, on-the-go.
The Solution: 'Live' Vending Machines – Machines which gave out samples to consumers literally by human hands. Sampling execution via 'Live' Vending Machines transformed a brand massage 'make your conscious choice' into brand experience. In order to get a refreshing Coca-Cola light sample, consumers made their choice by pressing one of six buttons on the machine – 'enjoy the flavour', 'minimum calories', 'original ideas', 'refreshing break' and others. As soon as the button was pressed, human hands appeared, opened the chilled product sample and gave it away to an excited consumer.
The Results: 1,000,000 samples were given out to customers in 4 cities using 5 channels in 243 unique locations. The cost per contact in the executed campaign was only 3% higher then if the sampling would have been executed in tradition way.