To drive awareness and get women to try the new body washes from Palmolive – Strawberry Smoother and Luscious Mango.
A gift with purchase campaign was negotiated with Bed Bath and Beyond (BBB) and Tank Juice stores. The stores were selected because they supported the ‘pampering’ positioning of the product and its fruity nature.
A sample was given out with every purchase in BBB stores and with Strawberry and Mango smoothies in Tank stores.
Branded posters and counter displays were used in-store to raise awareness about the sampling.
Advertising was also placed in the BBB catalogue that went out to over 1 million customers and on the Facebook sites of both stores.
57,000 samples were given out over a three-week period. The samples drove foot traffic into the stores.