Encouraging Trial

Driving user trial of brands

Encouraging Trial

Jay Chiat Strategic Excellence Awards, Bronze, 2015

This case study explains how Pimm's, a seasonal summer-time alcoholic drink, trialled a new personality for the brand in the UK: Pukka Pimm's, to be drunk while eating curry.

Felix Zoellner and Tobias Schaefers, Journal of Advertising Research, Vol. 55, No. 3, 2015
Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand. The authors of this study believe their work advances the limited research in this area by distinguishing between direct- versus indirect-price reduction and marketers' use of a "precondition"—i.e., promotions offering free gifts, trade-in incentives, or loyalty-program benefits.

Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015

This event report provides details of research conducted by Hershey, the confectionery brand, to understand the role of various touchpoints on the path to purchase.

Case Study

Lidl: Dill
Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how German discount store Lidl improved brand consideration in Sweden where it was perceived as low quality because of its low prices.

Effie Worldwide, Finalist, Shopper Marketing Effies

This case study explains how kingsford Charcoal, a barbecue charcoal brand in the US, took a long-term approach to protecting its sales by promoting charcoal grilling over gas to young men.

Effie Worldwide, Finalist, Shopper Marketing Effies

This case study explains how Oreo, the cookie brand owned by Mondelez, increased sales at supermarket chain Meijer using an online game.

Effie Worldwide, Finalist, North America Effies

This case study explains how RadioShack, an electronics retail chain, used a humorous Super Bowl ad to reposition its brand.

Sean O'Farrell, Admap, May 2015

This article outlines key technologies and examples of proximity marketing, and provides some ideas to help marketers get started.

Jay Leon, Brian Katz and Bill Harvey, ARF Experiential Learning, Re:think, March 2015

This paper argues that TV advertising should take a 'continuous' rather than 'flighted' approach, to build synergy between ads and sales promotions and in turn increase ROI.



Driving trial

A general overview of encouraging user trial


Gain customers

Warc's pick of the most effective case studies


Andrex Washlets

Encouraging trial by tackling a taboo subject


Activation response management

A better way of measuring promotions


Mountain Dew: Skate Pinball

Capturing attention with event marketing