Pepsi, Pepsi Zero, bubly, Mountain Dew Ice, Sierra Mist, Schweppes, Dr. Pepper, AMP Energy and Organic, oh my! Our local Pepsi bottler, G&J Pepsi-Cola, entrusted EMS to encourage consumers to engage with eight popular Pepsi brands through sampling activations. With the goal to drive awareness of its extensive brand line under Pepsi, EMS managed and staffed events to promote the vast line of products and ultimately create loyal product purchasers.
Over the course of two years, the Sip Something New sampling program reached markets across Ohio and Kentucky partaking in high-profile events, from races to concerts to fairs and festivals. The location of the booth display and/or sampling truck was strategically placed in highly trafficked areas of each event to increase engagements and the number of samples distributed.
EMS managed all aspects of the activations from maximizing existing sponsorships, facilitating communication with the event and providing detailed logistics, to securing an energetic and engaging field marketing team, transporting display elements to and from along with oversite of each event. EMS ensured the sampling activations went off without a hitch.
The display featured the brightly colored Sip Something New Mobile Sampling Truck or branded tents during sampling events. Brand Ambassadors presented guests opportunities to try a complimentary wet or full can sample of a selected featured product, secured feedback, and at a few events distributed premium items and coupons.
In total, 35,917 product samples were distributed leading to well over 40,000 consumers engaged with Brand Ambassadors and Pepsi products. Beyond tracking individual samples, the on-site field marketing team distributed 925 branded premiums and collected ample anecdotal feedback from consumers which was overwhelmingly positive. Pepsi gained insights on which brands and flavors were more popular and received commentary about their brand directly from their consumers. Many even boasted switching to Pepsi from other beverages competitors. Surprisingly, these were the first metrics ever pulled for its sampling program and as such the Sip Something New Sampling Tour was considered an astounding success.