Develop an overarching creative strategy for Alpen Delight bars and launch the new product with impact to build awareness and drive trial.
What we did
We developed the creative platform ‘Moments of Delight’ with an aim to deliver a little bit of unexpected happiness when you need it, just as the product does.
The platform informed all communications and activity for the launch from the product packaging to experiential activation.
To launch the bars, we partnered with TV personality, Josie Gibson, as our Alpen Delight brand ambassador.
Josie hosted our interactive Wheel of Delight activation in Cardiff, giving shoppers the chance to win a selection of delightful prizes whilst sampling the product.
Josie also interacted with shoppers to find out their unexpected moments of delight to create vox pop content for a PR video and social edits.
The activation was supported by a second day of guerilla sampling in Cardiff targeting locations of key retail partners.
To further drive trial, we partnered with Triyit to sample 40,000 products at home resulting in thousands of pieces of user-generated content and a focus group for our follow up survey to gain feedback and insights on the new product.
We engaged media with a multi-faceted consumer PR approach across regional and national titles through: