Clipper Teas, owned by Wessanen UK, will distribute more than 250,000 samples of its flagship Pure Green Tea throughout July. The campaign will feature a mixture of face-to-face hit squads, office-based sampling and free samples in ASOS mail deliveries.
The drive has been devised by Because Experiential Marketing, which has been hired to mastermind the live hit squad aspect of the campaign. An all-female ‘Clipper Crew’ of green tea ‘queens’ in flower-chain crowns will tour high footfall outdoor areas within the M25 over nine days of live activity, distributing samples from bicycles and trailers.
Public spaces around Wimbledon Park showing the tennis championships on giant screens will be amongst the areas targeted.
The new campaign aims to champion the delicious, natural taste of Clipper’s Green Tea range as well the health benefits of green tea, and the company’s ethical heritage.
It follows on from the brand's earlier activation this year, a pop-up shop that took a humorous hidden camera approach to highlight the difference between Clipper’s green teas and those produced by many other manufacturers.
Gill Green, marketing director at Wessanen UK, said: "Demand for green tea continues to boom, yet within this highly competitive marketplace we believe our green tea reigns supreme. This concerted sampling drive will allow us to directly reach potential customers that may not have experienced our great-tasting tea before, and to introduce them to our range of flavours. It is also an opportunity to chat with consumers about the difference they can make to the lives of tea workers and their families, just by drinking a cup of Fairtrade tea from Clipper."
Comment below to let us know what you think.
For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.