Client: Blackthorn

Project: Experiential sampling for product re-launch

Brief:

Faced with the prospect of alienating their famously loyal consumers after changing the taste of their cider, Blackthorn asked us devise an engaging sampling campaign to support our campaign concept Black is Back.

Insight:

Lapsed consumers were rejecting the new Blackthorn on principal: we needed to create advocates of Blackthorn ’loyalists’ to spread a word of mouth message.

Solution:

With Black is Back as the umbrella concept, we designed a giant roulette game called Back the Black, a giant roulette game where customers were offered a free spin of the wheel for every pint of Blackthorn purchased. The odds of winning Blackthorn merchandise were high and prizes were instant, increasing the visibility and buzz around the activity in busy pubs.

Result:

The campaign ran in pubs across the West Country for three months. 92% of consumers rated the activity “good” or “excellent”, resulting in 64% repeat purchase. Over the first eight weeks of activity, 66,000 new customers bought Blackthorn.