Promo's PRO Award Finalists 2008

#5. Best Sampling Program – New Category

Smithwick’s Ambassadors
Agency: Colangelo
Client: Diageo

Smithwick’s Irish Ale knows its beer isn’t just for average Joes. So it recruited bartenders from Ireland to serve as brand ambassadors to reach drinkers in new markets. Over the 11-week campaign, Smithwick’s Ambassadors introduced the story of the brand to American pub-goers by introducing themselves to consumers and bartenders and traveling with distributors on their account visits. The men recorded stories from their adventures and travels in the U.S. on a group blog. In addition, Smithwick's held “Blitz Nights,” which gave beer drinkers a chance to sample a pint for five cents for 17 minutes and 10 seconds—a play on the year when the beer was first brewed. More than 5,000 samples were distributed, and 95% of the people who tasted the ale bought another pint immediately after sampling it.
The brand also increased its on- and off-premise distribution, securing 121 new distribution accounts.

Hanes ComfortZone
Agency: NGAGE
Client: Hanes

Hanes took a unique approaching to sampling to get guys to think about their underwear. The company launched a national tour using the lure of four attractive females and a branded SUV to encourage men to change their underwear—literally. Brand reps asked visitors to enter a Hanes-branded “changing booth” and swap their current underwear for a new pair of Hanes ComfortSoft boxers. Working on a $305,000 budget, the tour traveled coast-to-coast from June to November, talking up its brand and handling out coupons and samples. An interactive Web site also supported the campaign to keep visitors up to date on ComfortZone details. Visitors could retrieve event photos from the site, enter a sweepstakes, or shop online for products.
Hanes made 220 tour stops and distributed 80,000 samples. The effort drew 30,000 unique Web site visitors and 110,000 page views.

Let Them Get Dirty! Tide with Dawn StainScrubbers
Agency: School Family Media, Inc.
Client: Tide

When Procter & Gamble’s Tide wanted spark trial around a new laundry detergent with stain-fighting capabilities, it reached out to the audience best known to need the product: moms. Under a budget of $125,000, the brand ran a sampling program for its Tide with Dawn StainScrubbers product targeting PTO/PTA-hosted events, such as spring carnivals and spaghetti suppers. In all, 2,500 groups across 48 states opted in to the program and received 200 samples to distribute “Mom-to-Mom” at their events for a total distribution of 500,000 samples. Each included a “Thank You” card that commended parents for being involved in their school community and encouraged them to use the sample to clean their kids’ clothing. The effort ran from February to June. And the program yielded positive results. Participants rated the product “effective,” and 92% had purchased or indicated intent to purchase a full-size bottle. What’s more, 69% said they would recommend the product to other parents.

Look Fab Studio
Agency: Upshot
Client: P&G