Sampling is crucial for getting new consumers to taste Pepsi Max. But handing out physical samples takes both time and staff. Through digital sampling, the brand found an effective complement – with a redemption rate of over 50%.
"For us, everything is about taste, and we know we have the best taste on the market," says Nina Sidenå, Sr Commercial Manager Pepsi at Carlsberg Sverige. "It started during the pandemic, when restrictions made it difficult to hand out samples."
Consumers could click a link in an ad, enter their mobile number and receive a digital coupon for a free bottle of Pepsi Max to collect at their nearest store.
"A big advantage of digital sampling is that everyone, wherever they live, can take part in the campaign and get to taste Pepsi Max," says Nina.
"We've run this in several rounds, including in connection with our sponsorship and the final of Masked Singer Sverige," says Nina.
"It was very popular, and we got a redemption rate of over 50%," says Nina Sidenå. The result shows that digital sampling can be at least as effective a way of reaching new consumers as traditional in-store tasting.
When the pandemic put a stop to physical sampling, a digital solution became both a necessary and an effective alternative.
Unlike physical sampling at selected locations, the digital campaign could reach consumers across the whole country.
By linking the campaign to relevant events, such as Masked Singer Sverige, a redemption rate of over 50% was achieved.
