Using Peel ‘n Taste®, brands are able to reach existing and potential consumers with an exciting and memorable flavor experience. Brand marketers find Peel ‘n Taste® helps leverage the results of traditional brand marketing, promotional and trial generating campaigns by adding the sense of taste!
Client - Diageo
Product - Captain Morgan®'s Parrot Bay, Key Lime Rum
Problem
Diageo's marketers were faced with the challenge of promoting their new Captain Morgan®'s Parrot Bay Key Lime Rum. Sampling has been proven to be effective in generating trial, especially for new flavored distilled spirits. More than one-third of consumers who try product samples end up buying the product they sampled during the same shopping trip.* There are, however, many state government mandated restrictions when it comes to wet-sampling of alcoholic beverages. Hence, like many other distilled spirits companies, Diageo could only offer sampling via placebo non-alcoholic imitations of their beverages.
Non-alcoholic sampling products involve making liquid or powdered water concoctions to mimic the flavor of the actual alcoholic beverage. The problem is that these placebo products are either messy to prepare or need to be shaken before consumption due their instability. Moreover, consumers have trouble associating the non-alcoholic flavored placebo beverage with the actual alcoholic product. As a result, this form of sampling proved to be problematic in using for sampling events. An alternative sampling product might be more effective and easier to implement.
Solution
Faced with the goal of offering sampling that would meet the regulations of the Liquor Control Board and also enable consumers to experience the full alcoholic taste experience, Diageo engaged First Flavor for the launch campaign of Captain Morgan®'s Parrot Bay Key Lime Rum. Using the same patent-pending technology as the Peel ‘n Taste® marketing system, the launch of Taste 'n ShareTM provided an alternative non-alcoholic flavor solution for off-premise sampling events.
Amidst other marketing systems, Taste ‘n ShareTM was the only sampling solution that could not only capture consumer's attention and increase purchase intent but it was also much more cost-effective than the traditional placebo sampling methods.
Taste 'n ShareTM cassettes with 10 strips of flavored Captain Morgan®'s Parrot Bay Key Lime Rum taste strips were handed out at liquor store sampling events throughout New Jersey. These Captain Morgan®'s Parrot Bay Key Lime Rum flavored taste strips provided consumers with an accurate and fun taste experience, without any alcohol content in the strip itself.
In addition, Diageo had also created a viral marketing opportunity where consumers were able to bring Taste 'n ShareTM cassettes along with them to share the fun and excitement of the brand's great new flavor with family and friends. Through this, it overcame the limited immediate impact of traditional sampling events because when consumers took and shared the taste strips, the number of consumers who were able to sample the flavor multiplied tremendously. This fulfilled Diageo's marketing objective of creating buzz and generating trial for the new Captain Morgan®'s Parrot Bay Key Lime Rum.
*© Abitron Product Sampling Study 2008
