Kreate helps Merceica and Disaronno smash sampling targets

Mercieca, the Camden b2b and shopper marketing creative agency, has partnered with experiential specialist Kreate to enable Disaronno Sour to deliver 18,000 memorable sampling experiences in phase one of its on-trade campaign, exceeding its target by over 33%.

Mercieca developed in-bar Disaronno Sour Stations and POS materials to enable brand ambassadors, recruited and managed by Kreate, to engage with 18-34 year olds in bars across key UK cities in May this year.

The campaign was designed to recruit new customers to the Disaronno brand and make the drink more appealing to this younger audience, whether at home or out socialising.

The Kreate brand ambassadors mixed cocktails and demonstrated the Disaronno Sour cocktail mix in over 100 on trade venues including independent bars and groups such as All Bar One, Slug & Lettuce, Walkabout and Inn Brighton.

For phase one, the agencies helped brand owner First Drinks sell in the campaign to the above venues and brought 200 Live cocktail mixing events across London, Brighton, Manchester and Liverpool.

Sam Bovill, the Disaronno brand manager for First Drinks, says “I am so happy with all the hard work that has gone into the campaign to date. We definitely picked the right partners to work with; the energy and enthusiasm the teams have for the task is incredible. To know that they love the product and the activity surrounding it is invaluable for us.”

Ali Savage, account director at Kreate, commented: “The Sour Station branded trike has been a huge hit with the target market, who have engaged positively with the product and the brand following in depth face-to face interactions with our promotional teams.”

Mercieca’s account director, Andrea Scupham says “We love the Disaronno brand and Kreate have been a joy to work with again, this being our second big success with them for First Drinks. Results are as important to us as the creative output so we’re really pleased to have smashed our phase one targets.”

The agencies are getting ready to roll out the second phase of the sampling campaign this summer with The Disaronno Sour Station scheduled to be in the targeted cities throughout July and August.