Despite the cold weather, we are headed into Spring, and Summer is just around the corner. Our Belgian Partners, Promosapiens, look back at the summer activations which they delivered last year for two exciting new brands from Hain Celestial group, which is situated along the Belgian coast-line.
The first activation was to promote one of their subsidiaries, Dream, and their plant-based product range. The idea was to target young healthy men and women along the beach front and to offer them a sample of the yogurts and drinks that Dream produce. The promo team explained the health benefits of the products and offered a free yoga session on the beach. The first 10 participants got a free branded yoga mat and a Dream bag.
The second activation was for Terra, a brand of delicious root vegetable chips. The objective was to position Terra Chips as the ideal premium appetizer. The dark premium packaging evoking twilight, and the healthy veggie snacks contained therein, make it an ideal quality snack for sun-downers. The strategy was to partner with private beach clubs, which employed expert hostesses who could chat about the products and entice new consumers to taste the snacks, which were available at the Terra Bar.
Both activations were extremely successful, with both brands experiencing increased brand awareness within their key markets.
Summer activations are a great means to be out and about, with sales teams talking about the products and enticing new customers to try new products. This sales approach works well, particularly if the products happen to be good for you too!