a.i.r were asked to propose a plan to product launch the Frappuccino range in retail and also maximise the sponsorship of the Capital FM Summertime Ball. The result was a comprehensive multi-channel engagement and sales driven campaign to the retail consumer and trade.
‘Share A Starbucks Frappuccino Moment with friends’
Brand ambassadors were recruited and trained to deliver experiential sampling across all key channels – this mechanic being key to allow the target audience to see and experience the Frappuccino product in a new context - and taste the product! To really drive the message and provide a true brand experience – ‘Ultimate Frappuccino Moments’ were caught on camera a posted on-line as part of the Capital FM event.
To make the in-store sampling work even harder across the range, a multi-product info and voucher booklet exposed the full range to shoppers – and the same was repeated in Head Offices and trade shows to engage buyers and retailers.