Sampling and Tasting
Spreequell
The challenge: The Spreequell brand stands for high-quality non-alcoholic beverages in all segments and is the market leader for mineral water in Berlin. As part of the strategic orientation, Spreequell launched ”Juicy Offensive“ in summer 2017 with tasting and sampling of its Juicy beverages in food retail outlets. The campaign goal was to raise awareness of the Juicy label and to increase sales of focus products, Spreequell Juicy Pear and Spreequell Juicy Currant.
The solution: Spreequell was able to quickly recruit the right personnel in a targeted manner to actively address consumers and implement sampling and tasting campaigns with multi-level audition processes. As part of special training measures, sales consultants were optimally prepared for the implementation of the promotion. In addition to comprehensive mystery checks for effective quality assurance and regular communication with job sites, smooth project management at all levels was ensured using a variety of other measures.
Key data
- Customer: Spreequell Mineralbrunnen GmbH
- Projects: sampling and tasting for Spreequell ”Juicy Offensive“
- Trading houses: Kaufland, Globus, REWE, real,-
- Country: Germany
- Time period: Q3 to Q4 2017
Strategy
- Campaign-wide personnel and operational planning
- Preparation of training materials and implementation of surveys with mySurvey Analyzer
- Regular provision of relevant market data and management reports
- Evaluation and optimisation of qualitative implementation with myImages
Outcomes
- Creation of brand awareness for Spreequell as a provider of high-quality non-alcoholic beverages
- Positioning of the ‘”Juicy” label in the beverages trade
- Measurable increase in sales of two focus products: Spreequell Juicy Pear and Spreequell Juicy Currant
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