Raise awareness and drive trial of the new range of Kapiti premium yoghurts with mid-high socio women.
100 hair salons were selected to offer the yoghurts to their clients while they had their hair done. The salon environments perfectly reinforced the indulgent values of the new yoghurts and had high reach to the target audience.
Correct product refrigeration, from leaving the depot to being consumed, was critical to maximise the taste experience. This involved complex logistics.
Three fashion magazines with front cover advertising and menu cards were placed at hair stations to reinforce branding.
Voucher/information leaflets were given out with samples to drive purchase.
Talking points were given to salon staff to promote the product to their customers.
Over one month 30,000 salon clients enjoyed the yoghurts and an estimated 37,500 saw the advertising.
Many salons commented that clients went straight to the store to buy more.
The stylists became brand ambassadors for the brand both in the salon and on Facebook.
The campaign was repeated at a later date with Kapiti Ice creams