To drive awareness and get women to try the new 'body polish' and hair care samples from Palmolive.
A two pronged campaign was created to maximise reach to a broad demographic of women. Gyms, primarily women's gyms, plus Bed Bath and Beyond stores were used as sampling channels over July and August to coincide with TV campaigns and to relate well to the brand.
POS display boxes, posters and mirror decals were used to promote the products in reception and bathrooms of busy gyms. Gyms were encouraged to offer the samples to members and encourage to try after their sessions.
Bed Bath and Beyond gave the samples out as Gift with Purchase: Body Polish in July and Hair Care in August. Counter POS and Facebook boosts were used to raise awareness of customers about the sampling.
A follow up online survey with managers of all locations was used to measure campaign success and gain insight.
85,000 samples were given out during the campaign: 35,000 in gyms and 50,000 in Bed Bath and Beyond Stores. Valuable research was guide to guide future activation activties.