Old Jamaica Supermarket Sampling
- To drive immediate and sustained repeat sales of the Old Jamaica range across Tesco & Asda supermarkets.
- Use an experiential sampling roadshow to interact with shoppers, prompting positive taste trial.
- Engage customers with a Jamaican themed ‘beach shack’ for sampling, to encourage purchase.
The Solution
Tun up di Fiyah – Present the Culture of the Brand:
- Create an culturally immersive brand experience with a stylish ‘beach shack’ playing Jamaican music, displaying authentic Jamaican reggae records, with real rum barrels painted with the logo and strapline.
- Communicate the Old Jamaica brand message of “Tun up di Fiyah” which celebrates the influence of Jamaican culture in the UK and also reflects the spice and heat of the ginger, within the beverage.
Try Before You Buy – Allowing Customers to Sample the Product:
- Allow all shoppers to (1) see, (2) try and (3) buy, through the use of sip sampling; giving customers the ability to taste the product for free before purchase.
- Ice cold cans were chilled for optimum taste sampling, with tasters served from across the range; showing customers the great taste of both the low sugar and original version.
Intelligent Location Planning:
- High yield stores were selected based on current sales of Old Jamaica products and prioritise the largest, busiest stores; to create a wish list of the UK’s most beneficial Asda and Tesco stockists for activation.
- The sampling was scheduled on the busiest shopping days Wed to Sun, covering one massive store per day to maximise reach throughout each day of the campaign.