Lipton has revamped its Black Tea. To increase the reach and penetration of this improved black tea, Lipton asked us to organize a short sampling campaign in the Netherlands and Belgium. Because Lipton Black Tea is primarily drunk in the morning, it was important that the sampling channels be strongly associated with the morning.
This assignment was right up our alley because one of the major advantages of channel sampling over other sampling forms is that thanks to the associative relationship with the channels (locations), we can properly reinforce brand values. At Lipton Black Tea, we were very good at claiming the unbreakfast moment by sampling through Breakfast Services, among others. We also distributed the samples at vacation parks and a wellness center.
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