Sense and Kleenex ready for experiential sampling season
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Kimberly-Clark is once again working with Sense, on their 2012/13, sampling road-show. The nationwide retailer and experiential sampling campaign kicked off yesterday – October 24th in Colchester as it begins its run across key Sainsbury’s, Tesco, Asda and Morrisons mult-grocer sites, as well as at city centre hotspots to encourage trial of Kleenex Balsam.
This winter Kleenex is encouraging a core audience of Mums aged 25 – 44yrs, with kids aged 0 – 9, to see the need to switch their family’s tissues from everyday ones to the extra care of Kleenex Balsam when they have a cold, because the added soothing balm helps protect the skin on your nose from that sandpaper feeling.
The campaign is split into 2 phases:
Phase 1: Weds 24th Oct – Sun 2nd Dec
Phase 2: Tues 15th Jan – Weds 21st Feb
In addition to tactical city centre sampling the activity will see two retail teams sampling single Kleenex Balsam and Kleenex Balsam Fresh tissues directly from the box as they educate shoppers on the soothing benefits of Kleenex Balsam to encourage purchase.
Branded Kleenex slipper socks will be offered at selected stores for on the day purchase and will be supported by in-store activity including: a stand, FSDU’s, shelf wobblers and other POS materials.
Post sample, shoppers will be given an information leaflet designed to reflect the activity – rough on one side and smooth on the other – to reflect the key messages and benefits of Kleenex Balsam. There is also a competition on the leaflet to encourage shoppers to win a family holiday, to drive data capture and social media amplification, post event.
Sally O’Brien, Sense board account director, said: ‘Following the huge success of last year’s campaign, we’re delighted to be working with Kleenex once more and provide continued support during their key trading period.”
