Dr Pepper Snapple Group Sampling Program Featured in Promo Xtra
Posted on Wed, May 25, 2011
PATTY ODELL May 23rd, 2011
It was last fall when the SuperFruit Juices brand tested a buy-one-get-one-free promotion at retailers in San Antonio and Austin, close to one of its Texas production facilities so it could easily supply the events. After eight weeks, sales were up 30%.
The offers have proved successful in encouraging trial and repeat sales in specific locations where a new product is introduced or sales need a jumpstart. SuperFruit didn’t just offer buy-one-get-one-free, it allowed consumers to buy as many bottles as they wanted and get the same number free. Throw in some coupons and nine weeks later sales were still up 27%. Based on the success, it expanded the promotion to other states, but remained mindful of not swamping its ROI with shipping costs by staging events too distant from distribution centers.
Another company, Dr Pepper Snapple Group, is doing the same this summer in St. Louis for Sun Drop, a highly caffeinated citrus soda aimed at college students between the ages of 18-25. Pro Motion is running the promotion.
Over the next four months, brand reps are fanning out at 200 convenience stores with a buy-multiple-get-multiple-free offer as part of a national integrated campaign. Along with the offer and samples in other locations, a branded van, social media, TV spots and billboards are all working together to drive sales and increase distribution. About 42,000 samples of Sun Drop will be passed out.
And if you haven’t already heard of the Sun Drop dance, there are plenty of fans who have. At the “Show Us How You Drop It” contest website, people submit 60-second dance videos for a chance to be part of an upcoming Sun Drop commercial.
Already, sales are up 368%.
Yes, everybody loves a bargain.
Pro Motion is an award winning nationally recognized integrated marketing leader that focuses on building relationships to grow brands. We specialize in the areas of experiential marketing, digital marketing, social media, strategy, creative and public relations.
Clients say we have measurably better ROI and activation and we GUARANTEE it! We believe participation builds relationships, relationships drive results and results are all that matter! For more information follow Pro Motion on Facebook or Twitter.