In ppm factum, we have prepared a massive sampling promo for Heineken. With the innovative product of Desperados flavored beers, the goal was aimed at a precisely defined target group.
Desperados is a tequila-laced beer and in the Czech environment it is still incorrectly included among categories such as radlers, shandies, ciders and other flavored beers. For this reason, we had focused on the concept of massive sampling with the use of highly mobile equipment. Thanks to the execution we distributed 400,000 samples in three months.
Desperados samples were in small practical packs of 0.15 liters.
In preparation for the tour, we focused on the selection of quality locations, i.e. big cities, where it is possible to reach many young people between the ages of 18-30 years.
Jirí Král of ppm says: "We needed a target group that would perceive Desperados as a party starter drink so we focused on places and times that would allow us to accomplish this mission."
We started the parties on Thursdays, Fridays and Saturdays in Prague, Brno and Ostrava and we gave away over 10,000 samples daily.
For the event, we had prepared special cooling carts so that each sample was given to the consumers in perfect condition.
To be heard, the trucks were equipped with great speaker systems and thanks to this we extended the sampling even to people that were quite far away from our promo team.
The entire sampling campaign was carried out most effectively with a massive positive response from consumers. We plan to continue in 2020 and extend our communication through social media.