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Sierra Mist Regional Marketing Tour
Sierra Mist Goes Global Locally
With Promotion Sampling Tour
Marketing Tour
Sierra Mist approached Absolute Amusements to facilitate a promotion sampling tour over a five week period in the summer.
Goal:
Move product “off the shelf” while enhancing the brand of refreshment that is Sierra Mist. The Sierra Mist Sampling Tour filled the Central Florida Region over five hot weeks of summer. As a new product, Sierra Mist had multiple obstacles to gaining shelf space at local retailers.
Strategy:
Sierra Mist would stock the shelves in the local market and attack the known market demographic with ice cold samples and coupon participants and watch the shelves empty. Sierra Mist would offer event support to the retailers with the Sierra Mist Tour. Coupons from events would drive products off shelves and into the home, where the entire family could sample the new product.
Tactics:
A guerilla campaign targeting the Central Florida Latino Event markets such as Daytona Race Day, Daytona Beach area, key accounts, and large construction sites.
Presentation:
A Fast moving branded vehicle with custom wrap, custom sound system, custom built in misting system, and built in custom coolers was created by Absolute Amusements. Ample amounts of sample beverages to cool the summer crowd and keep the musical beats was stocked in a custom cooler holding over 500 cans of ice cold beverage product on board the vehicle. . Absolute Amusements also provided custom games and amusements when applicable.
Own The Zone:
Onsite branding was maximized utilizing retail point of purchase signs. At each tour location the Tour team maximized the brand awareness with signage far beyond the norm. In our client’s words, it appeared that Sierra Mist “Owned the zone.”
Target:
Historic consumers of lemon lime drinks within the Hispanic markets, in addition to the consumers in need of refreshment.
Results:
Due to the great sales and a positive brand experience for the Pepsi team, the tour was extended for an additional five weeks. Key accounts required extra product deliveries due to the increased demand. Coupon redemption occurred on non-event days as well indicating product left a lasting impression with its target audience. Client raved about brand quality and extra creative opportunities completed.