Educate consumers on the new Lipidol range and drive purchase in the supermarket environment.
Two intensive 6 week supermarket demonstration campaigns were undertaken in Foodstuffs stores around NZ. The first at the time of launch in October/November 2015, followed by a second wave in June/July 2016.
Brand Ambassadors with an interest in Health & Beauty were selected to execute this in-store campaign. All Brand Ambassadors were extensively trained with key sales messages in order to educate and drive sales of this new-to-market product. Samples and flyers were handed out to many shoppers in order to encourage future trial and demand.
A Buy-One-Get-One-Free deal was also used at various first wave Christmas Club demo’s to further drive sales and then used at all demonstrations in the second wave.
Customised stands, simple uniforms and simple branding were used to fit with the minimalist look of the Lipidol brand. On analysis of results, a branded stand header was introduced in the second wave to further establish the relationship between Bio-Oil and Lipidol.
Over 7500 samples were handed out during these demonstrations. Conversion from trial to sales ranged from 20-45%. The Bio-Oil header helped create a familiar connection between brands.