Refuse to choose: USP and Fusetea invite you to "not choose".
USP Partner was once again at work for Fusetea. This time, the topic of the flood of possibilities and the associated decisions was staged with live marketing activities tailored to the brand and target group.
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As part of a follow-up campaign, Coca-Cola Switzerland wanted not only to increase awareness of the brand, but also to anchor Fusetea's brand values in the target group - to inspire and encourage consumers to create their own fusion of "either-or" to make life more diverse and fulfilling. As with the launch campaign in 2018, USP is responsible for the conception, planning and implementation of all live marketing activities.
The crucial trade-off in a millennial's life is most likely the choice between a fast and successful career versus a perfect work-life balance - knowing that both are not possible at the same time, which in turn disrupts their will to get everything they want.
A "don't have to decide" oasis
To address this issue, USP designed an oasis where the target group can take a break from their complex lives and not have to make any decisions.
The live marketing activity was designed accordingly: The stand offers the target group the opportunity to relax and work, to switch off alone or together with friends, to be online and still be in the real world - not a place for "either-or", but rather for "both-and" and therefore a retreat without remorse.
In the bar, which is located in the center of the stand, you could have a mocktail prepared from a selection of herbs, fruits and your favorite Fusetea.
The live marketing activity was framed by mass sampling at the six busiest train stations in Switzerland. In total, USP was able to generate around 275,000 trials for Fusetea with these activities.
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