Pepsi – Tropicana

Tropicana

Objectives

  1. Drive awareness, trial & purchase of Tropicana FARMSTAND Green drink.
  2. Encourage brand advocacy & WOM recommendations of Tropical Green among target consumers.
  3. Educate consumers on the functional benefits of Tropical Green.

Program:

  1. How often is the marketing reaching target.
  2. What is the impact of marketing on consumer perceptions and behavior (e.g., is it creating purchase intent where it didn’t previously exist.
  3. Is the campaign generating a positive value and under what circumstance is the ROI maximized.

Measurement

  1. Highest ever IRI product lift (juice).
  2. 87% purchase intent achieved – 58% Extremely Likely.
  3. 88% recommend intent – 60% highly likely.
  4. 212.9% ROI on program.

Measurement

Reached and Impacted of
100,000+
consumers.
Achieved National / Local media pick-up
2015
Silver Winner EX Awards

Client Testimonial

BCEX/BOBCAR delivered an amazing program in support of the TROPICANA FARMSTAND’s 2015 marketing efforts. Exceeding expectations throughout the program, BCEX/BOBCAR’s integrated role in the program delivered measurable mobile media, one to one consumer education, product trial through targeted sample distribution, and invaluable research through the collection of data and consumer response information.

The program also delivered a strong lift in sales, in part resulting from BCEX/BOBCAR’s role in the program. The staff was knowledgeable and on point throughout the program providing input, recommendations and seamless execution from end to end.

I look forward to working with BCEX/BOBCAR when experiential marketing solutions are need to support my brands plans and initiatives.

Meredith Hork - Tropicana Marketing | PepsiCo