iMP have been tasked by organic dairy brand Daioni to create a product sampling campaign in London for their new iced coffee range.
Launched into Whole Foods, Holland & Barrett and other retailers before the Covid-19 pandemic hit, it’s the first and only organic Fairtrade iced coffee in the UK.
With increased Covid-19 restrictions around physical contact with consumers, reduced footfall and increased health and safety protocols, iMP has designed a socially distanced plan to target thousands of London weekday commuters.
Using their existing sampling bins, iMP created a self-serve, non-contact extension integrated into the sampling bin.
This allows consumers to take a free sample and product information leaflet without making contact with iMP sampling staff.
After each ‘round’ of sampling (approximately 12x iced coffees) the sampling bin ’shelves’ are cleaned down with anti-bacterial wipes, staff sanitise their hands and then restock with fresh products using the access hatch built in to the extensions.
iMP’s Managing Director, David Gibbons, said “It’s imperative that any experiential or sampling activation taking place during this pandemic is as safe and responsible as possible. Eliminating human-to-human contact is the best way to ensure an effective, socially distanced campaign. By providing a self-serve, non-contact mechanism we’ve given brands confidence in our ability to do things the right way during Covid-19 and consumers the confidence to safely take a sample, driving trial and purchase. It’s hard work, but it’s worth it.”
The activity continues.