USP brings "Taste the Feeling" to life
USP Partner carried out a large-scale promotional campaign for Coca-Cola Zero in the summer.
Launched in 2007, Coca-Cola Zero has been very well received by the Swiss: Switzerland has the third highest per capita consumption in the world. This summer, Coca-Cola Switzerland has set itself the goal of bringing its new slogan "taste the" to life throughout Switzerland with a large-scale sampling activity for Coca-Cola Zero. USP won an agency pitch against several agencies for this assignment and was responsible for the conception, planning and implementation of the mass sampling carried out from May to July. In total, distribution campaigns took place at the nine largest Swiss train stations, during which around a quarter of a million ice-cold Coca-Cola Zeros were distributed.
New slogan "taste the feeling"
Coca-Cola is one of the best-known and most valuable brands in the world. In more than 200 countries on five continents, around 1.6 billion people quench their thirst with Coca-Cola products every day. In this country, the world's leading beverage manufacturer has been present since 1936 with Coca-Cola Switzerland in Brüttisellen and employs around 1,100 people. The aim of the large-scale sampling campaign was to bring the new slogan "taste the feeling" to life and to remind the target group via trials just how good Coca-Cola zero tastes. For the hot summer days from mid-May to the beginning of July, USP was therefore commissioned by Coca-Cola Switzerland to plan a mass sampling campaign at the nine largest railroad stations in Switzerland in order to generate as many contacts as possible. Within nine days, a powerful team of promoters distributed around a quarter of a million refreshing samples in Bern, Winterthur, Lucerne, Fribourg, Basel, Biel, Geneva, Zurich and Lausanne. At the same time, Coca-Cola implemented accompanying marketing measures, cleverly embedding the activity in an integrated campaign.
Professional project management from USP for large-scale activities
In addition to the overall planning and implementation of the activity, USP was also responsible for the brand-appropriate appearance of the promoter team of almost 50 members. A dress code was defined that was consistent with the brand and guaranteed an appearance that was trendy, sexy and casual-cool - just like the target group of Coca-Cola zero itself likes to be out and about.
In addition, USP developed special and eye-catching sampling containers especially for the activity: oversized replica Coca-Cola zero cans - naturally with a straw and branding clip - ensured eye-catching branding and corresponding visibility during implementation. Thanks to the large capacity and the special lining of the container to support the cooling of the samples, the sampling containers were not only convincing in terms of appearance, but also in functional terms.
Special attention was paid to the elaborate planning of the refrigerated logistics so that each sample could be delivered to the target group at the exact temperature that promised the greatest drinking pleasure. With its professional logistics partner, USP was able to meet all requirements at all times. In order to ensure that the activity ran smoothly on site, USP project management supervised the start of operations at each location.
During 85 days of operation, the team of promoters recruited and trained by USP ensured that the target group received an ice-cold Coca-Cola zero and thus experienced the campaign slogan "taste the feeling" at first hand. USP captured the large-scale sampling activity, which was implemented throughout Switzerland, in a mood film:
