The Coca-Cola Company (TCCC) chose EFMP’s Swiss partner USP to help launch Honest Tea, a premium organic iced tea into Switzerland.
Honest Tea believes in honesty and transparency – from the way they source and present their ingredients to the efforts they make to help create a healthier planet by using first grade produce grown organically, without any deleterious effects on the environment. Just take a sip and taste the honest difference. Honest Tea is for the socially and environmentally conscious consumer who wants to buy products that make them feel good about doing the right thing. USP helped launch two delicious flavours in Switzerland: Raspberry & Basil (Organic Black Tea) and Lemon & Honey (Organic Green Tea).
USP, in collaboration with TCCC, used experiential sampling to spread the Honest Tea message. Activities involved trained ambassadors, equipped with 4 E-Cargobikes, cycling through top locations like Lausanne, Bern and Zurich offering perfectly chilled samples to consumers while telling them the good story Honest Tea has to tell.
USP expertly managed the operation and dealt with the entire cold chain logistics process, ensuring that samples were transported to a cooling warehouse, loaded into cooling vans and placed, perfectly chilled, in the tailormade E-Cargobikes which were equipped with insulated boxes to ensure that chilled tea was handed to consumers. The E-Cargobikes needed to be restocked 5 to 6 times a day which enabled over 50,000 samples of Honest Tea to be handed out over 10 days in several major cities including Geneva, Lausanne, Bern, Basel and Zurich. The fact that these samples of Honest Tea were distributed perfectly chilled, in such an innovative and fun manner, while the consumers were at the same time educated about the benefits, both health and environmental, of drinking the delicious iced tea, proved to be a huge selling point.
The success of this activation relied heavily on USP’s ability to conceptualise the idea, recruit and train the right people, and manage the complex logistical operation while constantly mobilising between the major cities in Switzerland.
USP is a full-service marketing agency who have extensive experience in creating innovative marketing activities. The company is highly skilled at delivering campaigns from developing the concept and campaign idea, to planning and implementing the entire activation. The success of the Honest Tea campaign is testimony to their expertise in this regard.
In all honesty, it was a great success!