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 - The Sunny Delight Beverage Co.
Product - SunnyD® Smoothies
Problem
The Sunny Delight Beverages Co. identified that an estimated 70% of children do not receive their daily requirement of Calcium and that 42% do not receive their daily requirement of Vitamin D. To help mothers meet the daily requirement of Calcium and Vitamin D in their children, SunnyD® Smoothies is being introduced as a line extension to their established Sunny D® product. The product launched in April 2009 with two flavors being offered, Orange Whirl and Strawberry Swirl. By combining fruit and cream flavor, this refreshingly smooth taste experience provides children with 30% of their daily requirement of calcium and 25% of their requirement of Vitamin D, the same as a serving of milk.
The primary marketing challenge faced by SunnyD® Smoothies is driving trial. The product has a unique flavor profile that is differentiated within its category. The best way to experience the taste is to have a fresh chilled sample. The challenge was that consumers will come in contact with the brand in places where it is not possible to get a refrigerated sample into consumers' hands. The Peel ‘n Taste® Flavor Strips allow consumers to experience the unique taste of the product, and allows the brand to connect with mothers both in-store and in-home. SunnyD® Smoothies is positioned as a product that not only tastes great but will also provide children with calcium and Vitamin D.
Solution
The 
brand group contracted with First Flavor to employ Peel ‘n Taste® Orange Whirl flavor strips as an innovative sampling device to generate trial by targeting mothers via specific venues:
- Orange Whirl flavor strips will be distributed from 200 count dispensers affixed to the store shelf in front of the product in a leading supermarket chain.
- Orange Whirl flavor strips distributed in Mom's Matter® Welcome Packages with an introductory coupon in 1,700 Wal-Mart Portrait Studios.
- Orange Whirl flavor strips with coupons circulated at SunnyD® sponsored consumer events nationally.
