CASE STUDIES

POM Tea : Summer Sampling Tour

CHALLENGE

POM Wonderful repackaged their glass bottled POMTea to a more portable and eco-friendly plastic bottle. POM Wonderful approached UCG, looking to reposition themselves among consumers as a more environmentally friendly and initiate product trial through a one of a kind interactive experience.

SOLUTION

• Traveled to beaches, festivals and guerilla events to increase awareness, trial and purchase of POM Tea among new consumers and existing consumers with new packaging and to recapture lost consumers who loved the tea but disliked the glass bottle
• Attended bars and pool parties to integrate POMTea as a cocktail mixer for the 25 – 34 year old, young professional female demographic
• Branded a sprinter van and trailer to carry event set up elements and three branded Vespa’s, that traveled from market to market maximizing mobile impressions and extending the POM Tea brand footprint at each location
• Designed cart coolers and Vespa coolers for greater consumer visibility and expanded distribution radius, positing POM Tea as fresh, agile, healthy, hip and environmentally focused

RESULTS

• Distributed over 184,000 POM Tea samples with over 660,000 event visitors
• Over 125,000 coupons were distributed along with thousands of POM Tea premium items including magnets, flip flops, t-shirts, tanks and tattoos