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Jed’s Bean Bags Product Launch

2015 July 29

Copper was engaged to introduce the new Jed’s Bean Bags product to the discerning coffee connoisseur. With preconceptions around taste and method identified as the biggest barriers to purchase, sampling was determined as the key communication pillar for launch. Our job was to raise awareness, drive trial and ultimately convert consumers. We devised a targeted location strategy, encompassing key regional markets and delivering a mass reach. Dry sampling at malls was complemented by wet sampling at points of need, such as early morning commuters at railway stations. Consumer profiling recognized early adopters as a core target market. Partnerships with appropriate suppliers were negotiated, including a nationwide product drop in My Food Bag and office drops at select New Zealand agencies and businesses. A strategic social media campaign was rolled out, driving awareness of the nationwide sampling campaign and providing a platform for consumers to share their feedback.6VMG4em3WZFlI1UuKTheI2W_VuqJ1FnChmMqCN0cK48

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