Animee sets off to sample shoppers with Sense
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Following December’s successful city sampling campaign to drive taste-trial – a key purchase influencer amongst female drinkers – Sense Marketing is continuing the nationwide sampling campaign for Molson Coors’ Animée range of beers, which are targeted at women.
The next stage, which launched last week, involves sampling activity in Tesco stores across London, the South East, East Anglia and the Midlands, and coincides with a social media drive for Animée which includes a new Facebook page, managed by Shiny Red, where the sampling activity will build enthusiasm through competitions and news.
Tesco sampling activity will be followed by a further activity over the next few months, in the aisles of Morrisons’ stores in the same regions, alongside partner activity with Toni&Guy – launching on the 1st of March: Women visiting 100 Toni&Guy salons across the country will be offered sip samples to trial and enjoy the fresh taste of Animée whilst having their hair styled.
Continuing the ‘Hurray for Today’ theme, branded postcards with product information will be distributed, encouraging consumers to visit the new Facebook page from which their likes will enter them into a monthly draw to win a ‘hurray’ themed prize moment each month Animée will also have a page in the March Toni&Guy magazine – driving further awareness amongst its core 18-35yr old female audience within a relaxed .
Kelda Reddrop, senior account manager at Sense Marketing said: “It was important to Molson Coors that the sampling activity was aimed at a broad cross section of female consumers. The campaign we’ve designed does just that – with women doing the weekly shop or those having their hair done being given the opportunity to try Animée.”
Kristy McCready, communications partner at Molson Coors explains: “This sampling gives us a great opportunity to introduce thousands of women to the fresh taste of Animée. The campaign has been planned brilliantly to ensure that we reach the right women, at the right time. “Women are crucial to the long term health of the UK beer industry but currently only 17% of women opt for beer at the shop shelves and at the bar. Animée is intended to repair beer’s reputation amongst women by being sophisticated and feminine, without being patronising.”
The sampling activity will be expanded into the on-trade later this year, where female consumers will not only be able to further trial and engage with a range of beers designed by women for women, but courtesy of Animée and Sense, they will be able to relax and enjoy a bar environment that has been made-over with them in mind as Animée looks to go one step further in meeting female consumers’ needs.
