7
days
Approximately 105 000
impressions
About 3500
cups of coffee served
The challenge Standing out in the oat drink crowd
Alpro wanted to increase awareness and product trials for its new oat drink “This is Not M*lk” among Stockholm consumers. The goal was to reach coffee drinkers and health-conscious city dwellers with appealing branding, high visibility, and a great tasting experience with freshly brewed coffee.
The solution Strong visibility and coffee sampling
To reach the audience creatively, we designed a street marketing activation with bold and creative visuals and direct face-to-face engagement. A two-meter-high product replica, a branded coffee moped, and an electric sampling bike were the centerpieces, supported by our experienced event team. The heart of the activation was freshly brewed coffee served to passersby, of course with Alpro’s oat drink in branded coffee cups. For those extra interested, we offered a full product to take home and share with their families.
The strategy behind the setup
We knew the brand needed to take center stage to truly stick in consumers’ minds. That’s why we proposed a human-sized replica of the Alpro This is Not M*lk carton, mounted on a cargo bike for mobility and exposure. A two-meter-high oat drink is impossible to miss. Beyond showcasing the brand, it was also crucial to highlight the product’s quality. For this, we used an Italian coffee moped and freshly brewed coffee, knowing Stockholmers rarely say no to a hot coffee. We chose Norrmalmstorg for the campaign location, prioritizing a spacious, high-traffic area. Our event staff were selected for their deep product knowledge and customer engagement skills. The activation lasted 7 days, with us handling all storage, logistics, and planning before, during, and after the campaign. The result was a setup that checked box for the brand and delivered a successful campaign.
A result to brag about
The campaign achieved strong visibility in central Stockholm, with thousands of product samples distributed and a high level of engagement with the target audience. We received positive feedback on both the taste and the overall experience, resulting in increased awareness around the “This is Not M*lk” launch.
