The program effectively drove awareness for the Tropicana Pure launch, with almost all Agents reaching people who had not previously heard of the product
In early 2008, Tropicana launched Tropicana Pure, a new line of 100% pure and natural juice, straight from the fruit. Using only the finest, select fruits, Tropicana Pure is gently squeezed with no additives, creating an taste experience that’s just like eating the fresh fruit itself. The client engaged BzzAgent to increase awareness around the launch and drive trial and adoption.
BzzAgent engaged 6,000 Agents from its volunteer consumer network in major metro areas across the US and sent them a comprehensive BzzKit, which contained:
- 5 coupons for a free bottle of Tropicana Pure (for Agents to try and to distribute to friends and family)
- Biography cards of the Tropicana Pure team
- A BzzGuide containing fun and educational information about Tropicana Pure and suggestions on who and where to Bzz
Objective: Generate Awareness
- The Campaign effectively created awareness through WOM conversations, with 92% of Agents reached people who had never previously heard of Tropicana Pure
- 95% of people reached had never tried Tropicana Pure, creating an opportunity to pair WOM recommendations with sampling
- Bzz Recipients reacted positively to the taste and quality of Tropicana Pure
Objective: Create Advocacy
- By the close of the Campaign, Agents preferred Tropicana Pure to other fruit juices and reduced their purchase frequency of competitive brand
- Positive opinion of Tropicana Pure grew 71 percentage points from pre- to post-Campaign
- Already high in-going opinion of Tropicana increased as a result of the Campaign by 13 percentage points
Objective: Drive Sales
- 98% of Agents served Tropicana Pure to an average of 9.5 BzzRecpients each
- Agents effectively drove sampling and trial, serving to over 55,000 BzzRecipients
- 95% of Agents purchased an average of 5 additional bottles during the Campaign and 85% plan to purchase Tropicana Pure several times a month
Agent Quotes
ReTweet“Our friends decided to have a late ‘welcome spring it’s almost summer’ Sunday brunch. Of course, I used some of my coupons and brought Tropicana Pure Valencia…everyone liked the taste and the coupons were snapped right up.”
“I served a variety of Valencia juices at a recent brunch and everyone raved about it! My husband even said it was the best juice he has ever tasted (and he is picky). Several of my guests planned to stop at the grocery store on their way home to buy juice for their families. What a great response!”
Comments are closed.