Innovative interactive sampling activity in the off-trade

Heineken Ireland Limited came to TPI as they wanted a ‘wow’ sampling piece for the launch of their new product, Amstel Radler®. The objective was to have an interactive piece for shoppers which tied in with the lemon theme and authenticity of the brand. They were inspired by the “Gift Tree” in reception of TPI HQ in Fonthill and asked if it could be replicated as life-size lemon tree for them. They also needed small lemons which could house a 15cl can, a voucher and a prize card. These would be used during in-store samplings in key customers for the June bank holiday by their experiential agency.

And so to work:
The lemons were the tricky part – with sourcing plastic lemons large enough to house all three items and with the ability to be re-used proving near impossible.

The TPI structural team set about designing a bespoke box which would give the appearance of a real lemon and would fit the purpose precisely. They were able to create an inner box and use die-cut lemon shapes on each side with a velcro open/close tab.

The end result was a fantastic, disruptive display for shoppers to interact with the brand in-store and introduce it to the market creatively and innovatively.

What our customer had to say:
“For our Amstel Radler® sampling activation in the off trade we wanted to engage our shoppers and bring fun to the off license section in store by placing a lemon tree, adding lemons and then asking our shoppers to pick a lemon from the lemon tree.  Each lemon contained a mini sample of Radler® and in random lemons a business card was placed which revealed prizes that the shopper won in store.  Once the idea was briefed to TPI the production process was seamless from brief to production. Everything was taken on board i.e. logistics issues in getting the tree and lemons to store, right down to the lemon holding the weight of the sample”

David Farragher
Customer Marketing, ?Assistant Activations Manager Heineken Ireland Limited