With humour, gamification and an attractive format, Fever-Tree captured consumers' interest on social media. A personality test made shoppers stop and think – and opened their eyes to the tonic shelf.
"We wanted to change this, so we chose a new approach that let us drive traffic to the store, stand out on the shelf and at the same time solve the problem of customers not really knowing how to use our drinks," says Charlotta Wikander, Brand Manager at Solera Sweden AB.
The solution was a personality test, "Which mixer are you?", with playful questions about animals and seasons that led to a recommended Fever-Tree product.
The test was spread on social media and rewarded participants with a mobile discount coupon. "We also had physical shelf wobblers with QR codes in the stores to catch customers there," says Charlotta.
"Ginger Joe may be the market leader, but even so, many consumers don't know what a ginger beer is or how to use it," says Charlotta. A parallel paper coupon campaign was therefore run to increase awareness of the product.
"It was a successful campaign, and it also looked really good graphically," says Charlotta. "It's really valuable to be able to engage consumers in this way and hold on to them for a while so that they're exposed to the brand."
"Our collaboration works really well – from our contacts at Clearon to getting good help, backing and advice quickly throughout the whole process," concludes Charlotta.
A playful personality test made more people stop and engage than a traditional discount would have.
QR codes on shelf wobblers connected the digital campaign with the actual purchase decision in store.
By making knowledge about the products part of the experience, the threshold for understanding how and when they're used was lowered.
