To debut their new line of bubly sparkling water flavors, increase product awareness and provide an opportunity for consumers to engage with the bubly brand, PepsiCo reached out to EMS to staff, manage and execute an in-store retail sampling program. In just under a month, EMS secured and trained over 64 Brand Ambassadors, sourced demo assets, developed and shipped event kits with cleaning supplies and bubly apparel to each Brand Ambassador in preparation of the in-store sampling program.
From June 15th to July 15th, 2018, the PepsiCo brand, bubly and its eight unique flavors were sampled at 257 Target store locations in the Great Lakes, Northeast and G&J Pepsi-Cola Bottlers Franchise Regions.
The in-store sampling occurred for four-hour windows of time, during the most popular shopping times for consumers mostly on Friday evenings from 4pm-8pm and Saturdays and Sundays from either 10am-2pm or 4pm-8pm.
Prior to June 23rd, bubly was on sale to consumers at 3 for $10 and was featured on several endcap displays during this time period. From June 24th through July 21st bubly was 15% off using the Target mobile application, Cartwheel, driving down the price per unit.
Each in-store display included a 4’ table with a black fitted tablecloth, a colorful display filled with the variety of flavors chilled on ice and branded signage promoting the free samples. The tabletop location was positioned in the store either near the endcap displays, a main entrance or exit to the store, in the produce section or close to customer service. Each sampling program was activated by one Brand Ambassador outfitted in a red bubly branded t-shirt who engaged with guests of all ages.
Overall, in-store sampling of the bubly product was a huge success. Ambassadors across multiple Target locations captured valuable and positive feedback from those who tried the product which in combination with the various promotions running during the period resulted in increased product sales.
Brand Ambassadors successfully distributed 39,014 4oz samples for a total of 13,040 cans of its newly released bubly brand. The most popular flavors requested for samples in order were: Strawberry, Cherry and Mango. Engagement was strong and consumers were very willing and interested in trying multiple flavors and in many instances purchased three or more cases. Several guests who were preparing to purchase LaCroix during their visit made a transition to bubly after trying the product themselves or garnering positive reactions from their children or family members. One guest even removed LaCroix from their cart to replace it with three 8-packs of various bubly flavors.
Target store sampling locations
cans of total product distributed
four ounce samples distributed
samples distributed per hour on average