Chocolate Brand: Product Sampling Campaign

Goal

• Get chocolate brand into the Most Valued Customer’s mouth
• Convert 2% of coupon recipients to brand customers

Strategy

• Sample individually wrapped chocolate pieces in 10 cities across America over four summer weekends
• Samples handed out by beautiful women dressed in silky brown robes at transportation hubs, shopping centers, concerts, festivals, office buildings, etc.

Results

• 2,308,740 individuals sampled a single piece of brand's chocolates
• 2,138,400 individual coupons distributed
• Major regional media achieved
• Online viral buzz achieved