Sportlife Mints
A test for the consumer, and a test for the entrepreneur.From sample to sale: Sportlife at tobacco convenience store & cafeteria
Sportlife Smash Mints introduces the famous Smash gum flavor in a fresh mint version.
For this we set up a sampling campaign in combination with a test sale, where consumers could taste the product and buy it directly.
Entrepreneurs participated in a trial sale, where they could test the product themselves with their customers. If the trial sale went well, they could participate in a follow-up action: Sportlife was included in their assortment and they received an extra sales box from us to support sales.
This created a natural flow from tasting to permanent shelf inclusion at tobacco convenience stores and cafeterias.
Approach and results
The campaign was built on a clever mechanism that combined sampling with an active sales incentive for entrepreneurs.
Samples were distributed through various channels such as Food Delivery, carwashes, gas stations, cafeterias and tobacco convenience stores. This was in response to specific moments of use, such as a fresh taste after eating or smoking.
For the Out of Home, we took a phased approach:
Phase 1 (Sampling): All locations received a sample box with samples to hand out. This allowed customers to try the product immediately.
Phase 2 (Test Sales): Participating locations immediately received a show box of the product for sale in addition to the samples. This offered entrepreneurs a low-threshold way to test their customers' interest.
Phase 3 (Activation & Conversion): After evaluating sales, we offered an attractive follow-up promotion, where business owners received additional promotional materials and a counter display to support sales.
The results of this approach have been very positive. The combination of tasting and immediate availability proved to be an effective method to lower the threshold for entrepreneurs. A large part of the participating locations have now included the Smash Mints in their permanent assortment or have indicated serious interest in doing so. The campaign thus not only ensured a broad introduction among consumers, but also a valuable expansion of availability within the Out of Home channel.
Key learnings for Sportlife were:
- What channels are appropriate for sampling and for sales.
- What is the reason for including/not including it.
After the campaign ended, we examined the extent to which the channels incorporated the product into their assortment.
Incorporates it into the range.
Will maybe record it.
