Coca-Cola Zero Sugar – Mass Sampling Campaign
**Summary & Goals**
We assisted the agency MKTG in successfully pitching for Coca-Cola Zero Sugar in the UK, resulting in TED Staffing being designated as the official partner for technology, staffing, and logistics for the campaign so far. In 2017, we faced the significant challenge of recruiting over 2 million new consumers for the brand while promoting responsible recycling practices.
- Conduct a nationwide sampling initiative to attract a substantial number of Coca-Cola Zero Sugar drinkers
- Operate in crucial retail, transportation, urban, sporting, and entertainment venues
- Develop a technology platform to monitor key metrics in real time
- Maintain temperature control for all samples consistently
- Ensure compliance with established KPIs regarding key messages
**The Approach**
We handpicked, trained, and managed a team of Coca-Cola Brand Heroes who shared a passion for conservation and sustainability, as indicated by their assessments. More than 1,400 brand ambassadors collaborated with us across various locations and events. Our proprietary technology played a vital role in overseeing workflow, gathering data, tracking ‘can temperatures,’ and maintaining communication with our team to keep them engaged and focused.
**Outcomes**
- Delivered over 8 million ideal samples directly to consumers
- Distributed over 8 million coupons
- Achieved a 17% increase in sales
- Recorded a 24% coupon redemption rate leading to additional samples
- Created a customized Coca-Cola Portal for tracking campaign metrics over several years
- Trained and coached a staffing team of 1,235 over a 10-month period
- Hosted 1,635 events across 492 locations
- Recovered approximately 44% of sampled cans for recycling
- Achieved 94% compliance on key messaging (as measured by the client)
- Conducted 458 vox pop interviews