Product
In November 2010 Kapiti launched a range of premium yoghurts into the NZ market. Kapiti were new to the yoghurt category.
Challenge
Kapiti are well known for their high quality, uniquely flavoured ice-creams. They wanted consumers who are likely to have tasted their ice-creams to experience the same qualities in their new yoghurt range.
Solution
InWaiting hand-picked 100 premium hair salons to participate in the Kapiti yoghurt launch sampling campaign. Clients visiting these salons fitted the Kapiti target audience: mid-upper income women who like the good things of life. Salons included well-known chains, such as Servilles and Rodney Wayne, as well as premium boutique salons.
All salons had to confirm that they had fridge capacity to manage the campaign and agree to strict handling requirements. It was critical that the clients receive the yoghurts at the right temperature to maximise the taste.
The campaign was launched late November to coincide with the Xmas season. Each salon received:
- Kapiti yoghurt samples to last 1 month
- 3 fashion magazines with front cover advertising for clients to read
- Tent cards to promote the campaign on the hair stations
- Voucher/information leaflets to be given out with each yoghurt
- Clear instructions and motivational information to salon staff
Yoghurt samples were delivered in a refrigerated vehicle and were distributed on a weekly basis to ensure freshness.
Results
The campaign was extremely successful with many salon clients going straight to the supermarket to buy more. Over the month almost 30,000 yoghurts and vouchers were given out and an estimated 37,500 saw the advertising.