20 000
samples distributed
40 000
consumers exposed to the brand
50%
increase in sales during activation days
Challenge Drive increased in-store sales
Actimel is a strong brand in a highly competitive market, where consumers encounter a vast array of drinks and health products every day. The challenge was to create attention and let the target audience truly experience the product, not just see it on the shelf. The goal was to drive direct sales, build positive associations with the brand, and collect valuable real-time feedback from customers.
Solution Creative visual branding to capture consumer interest
To meet the challenge, we developed a nationwide in-store demo campaign across 50 different grocery stores from north to south. Our strategy was to offer consumers a tasting experience that felt relevant, memorable, and trustworthy. By letting customers try Actimel on the spot, we quickly built awareness and created a sense of confidence around the product. In-store demos are one of the most effective ways to influence purchase decisions, and here we saw clear proof of their power.
Execution Broad geographic reach, creative in-store demonstrations, and engaged staff
We staffed stores with experienced, enthusiastic event personnel who actively engaged in dialogue with customers. With genuine product knowledge and a friendly approach, they invited consumers to taste Actimel and learn about its health benefits.
Over 20,000 samples were distributed to passersby, giving people the opportunity to try the product and opening up valuable conversations, gathering feedback on the spot. This allowed us to combine brand-building communication with concrete sales-driving activities, creating a win-win for both the brand and retailers.
Results Success in both numbers and a strengthened brand identity
The results speak for themselves. The campaign reached over 40,000 consumers, giving Actimel massive reach in a short and intense activation period. The impact on sales was immediate in the stores we ran demonstration. Actimel sales increased by over 50% during campaign days.
But the results aren’t just about numbers. The campaign demonstrated the power of meeting consumers in person, building relationships, and creating a memorable experience that brings people back to the shelf long after the campaign is over.
For Actimel, this was confirmation that in-store demos are not just a tactic for handing out samples, but a strategic tool for long-term brand building and sales-driven activities.
