The Detail

Mass sampling activity was scheduled across the UK targeting 18-35 years old young professionals that would raise awareness of the new product and drive trial and purchasing. TED orchestrated a team of flash mob dancers to add an element of surprise and delight to the campaign, to draw in the crowds, and to contextualise the ‘energy’ focus of the product. From a planning perspective, the execution focussed on the transition between work ending and play beginning. All TED Brand heroes clearly communicated the key brand messages with every sample, ensuring the perfect serve. TED reported on key metrics such as the temperature of samples, key messaging and recycling. All participants experienced the perfect taste and energy boost whilst being entertained!