Our references
Sampling and tasting
Karlsberg
The challenge: GRÜNDEL’S is now! Whether it’s a fruity-fresh beer mix, a tangy treat, full of pilsner flavor or a refreshing malt drink – GRÜNDEL’S Fresh, Radler, Classic and Fitmalz are right on trend. To publicize and increase sales of the GRÜNDEL’S Alkoholfrei brand, Karlsberg Brauerei developed a staff-supported communications approach for effectively addressing the target group in nationwide sampling and tasting campaigns in food and beverage outlets.
Solution: The campaign was implemented as part of a nationwide sampling and tasting tour. Against this background, the entire recruiting process, including a multi-stage personnel selection procedure, was carried out on behalf of Karlsberg Brauerei. With the implementation of various on- and offline training measures for the promoters as well as handling of the correspondence between the operational personnel and the Karlsberg Brewery, both the smooth implementation of the project and the communication success of the overall campaign could be reliably achieved.
Key figures
- Customer: Karlsberg Brewery GmbH
- Projects: Sampling and tasting for GRÜNDEL’S Alkoholfrei
- Retail stores: Kaufland, Globus, REWE, HIT, EDEKA, real,- etc.
- Country: Germany
- Period: Q2 2017
Strategy
- Implementation of personnel and resource planning
- Control of the qualitative conversion with myImages
- Regular provision of management reports
- Conducting and analyzing surveys with mySurvey Analyzer
Results
- Positioning of the GRÜNDEL’S Alkoholfrei brand in food and beverage retailing
- Significant increase in sales of the two focus products GRÜNDEL’S Radler and GRÜNDEL’S Classic
- Positive perception of the brand by the target group
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