USP: Fresh City Tour 2016 for Emmi Caffè Latte

Emmi Caffè Latte carried out the Fresh City Tour for the fourth time, during which seven major Swiss cities enjoyed iced Emmi Caffè Latte over the course of ten days via a creative and large-scale sampling. The USP promoter team distributed free samples to passers-by on branded Segways. Switzerland's largest milk processor Emmi, headquartered in Lucerne, once again commissioned the full-service marketing agency USP Partner to design, plan and implement the marketing campaign. USP was already responsible for the Fresh City Tour of Emmi Caffè Latte in the past two years.

In addition to tour, route and deployment planning, partner management and the procurement of promotional material, the agency's tasks also included the complex planning of the entire logistics for the tour. A small, powerful team of seven promoters recruited by USP was prepared for their assignment through comprehensive training - including Segway driving training - and took over all ten implementation days. Thanks to the route predefined by USP at high-frequency locations, the promotion team was able to serve a total of 50'000 passers-by an iced Emmi Caffè Latte Macchiato, Cappuccino or Strong Macchiato with charm and a smile over the entire tour.

The eye-catching Emmi Caffè Latte Fresh City Tour once again generated a large number of product trials and brand awareness, as well as a personal dialogue with the target group, according to the press release. To ensure high-quality implementation, the USP project team personally accompanied the promotional tour on location for days at a time and also organized the video shoot for this year's Fresh City Tour mood film: