Sampling

28 Million Invited to Take a Vacation from Their Everyday Diet Soda

When Ocean Spray launched its new Diet Ocean Spray Juice Drinks, they wanted people to experience the great taste and see it as a refreshing alternative to diet soft drinks.

With that as a goal, Arnold created the “Take a Vacation from Ordinary Diet Drinks” sampling tour which went to 25 events in 8 major markets. This visually impactful unit combined sampling, mini-massages, music and cooling misters and created buzz and curiosity wherever it went. To extend the experience, sweepstakes cards were handed out to drive people to the web for a chance to win a Celebrity cruise. Coupons were also distributed to promote trial, and advertising and in-store supported the effort.

The results:
      • 28 million impressions in market, on the road, via PR, via web entries
      • Expected to drive sales of more than 50,000 cases of new product