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Havas UK

Core disciplines: Advertising/Creative, Brand Activation, Brand strategy, Branding / design, Creative technology, CRM/Customer engagement, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017

How we got product into the
hands of millennials

Whilst brand awareness had increased steadily since the launch of our #sorrynotsorry brand campaign, Reese’s were struggling to convert that awareness into trial. It was summer and it was hot, so how could we look to increase trial during a period that was traditionally not associated with high levels of chocolate consumption?

 

Summer may not be our biggest consumption period but, when offered a free chilled sample, our consumers are still going to consume it and what’s more, enjoy it. We just needed to target a high concentration of our audience at a time when they were receptive to brand communications.

Dive Into Chocolate and Peanut Butter and be Sorry Not Sorry

To sample to our audience in a fun and engaging way that reflected our brand tone of voice and targeted those with an ‘up for a laugh’ attitude in a moment of high dwell time, we took Reese’s to SW4 Festival.

But unlike traditional sampling, our festival-goers had to compete for a sample of Reese’s. With only one cup up for grabs per pair, when one person won a sample another person lost – #sorrynotsorry. The winner of the Reese’s cup then got to chose which of the two giant inflatable slides they would dive down; but they had to chose carefully! Over each slide hung a prize bag for the festival-goers to grab, one bag had a prize and one bag was empty – #sorrynotsorry.

Results

  • The activity was hugely popular with our audience with over 45,000 festival-goers from our target demographic sampling our product, and a total of 90,000 who, if they didn’t receive a sample, still had the opportunity to see and engage with the brand.
 

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