Leading soft drinks manufacturer Britvic, with its PepsiCo UK bottling partner, has launched an activity to extensively sample two of its brands this summer.
The activity, centred around Mountain Dew Energy and SoBe V Water, is estimated to reach one and a half million consumers and has aimed to drive purchase and sales for retailers.
Mountain Dew Energy is the number eight global soft drink brand and is visiting several locations throughout the UK to distribute samples of Mountain Dew Energy to its target market of 16-24 year-old males. The sampling activity has been supported by an experiential campaign with branded 'Dew Trucks' driven by a 'Dew Crew' as well as with a digital platform, including a new viral video that targets the brand’s core audience of gamers and extreme sports enthusiasts via relevant websites. The video is expected to deliver over 2million views within the target audience.
The campaign for SoBe V Water has targeted a million consumers with activity including urban hit-squads, awards and festival targeting, as well as office and workplace sampling. Five of these squads have already roamed the streets of London throughout June in a bid to engage with the 25-34 year-old consumer. Throughout the campaign activity, over 50,000 full-size 500ml bottles are to be distributed to consumers at rail stations as well as seven key train stations.
Jon Evans, head of seed brands of at Britvic, has said of the campaign: “Sampling is proven to drive demand for soft drinks. We are investing significantly to take Mountain Dew on tour to places where our consumers need an energy boost and SoBe V Water to high street locations; where we’ll introduce consumers to the new zero sugar formulation which is naturally sweetened with Stevia”