Werther's assignment was short, concise and clear: make sure Werther's Original gets on the shopping list (again) of the target group 55-plus.
For much of the year, you don't have to be there to reach an older audience. But since Werther's wanted to organize the sampling campaign in September, vacation parks are a great location to sample among 55-plus people during that period. We have supplemented this channel with a number of museums. With that, two sampling channels were enough for us to distribute the available samples.
We did find out that site employees were inclined to give the samples to children anyway because they were candy. But by properly monitoring the process and properly briefing the sites about the purpose and target audience of the campaign, we still ended up reaching mainly older consumers.
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