Campaigns

Danone B’lue box reaches colleges & corporate parks

The activity was mainly targeted at youth and was piloted at National College in Mumbai recently.

Published

March 19, 2013

In order to promote, Danone B’lue, a non-carbonated refreshing soft drink with blend of vitamins, available in apple, guava & peach flavors, Candid Marketing, executed a unique sampling activity in colleges & corporate parks.

A huge visually appealing box full of Danone B’lue, smashed and hit from a corner was placed at a strategically chosen spot. Intriguing cues (such as’Head to your Best’,’Get your Body, Mind & Mood Back to their Best’, etc) were placed at various locations within the campus, to direct the TG towards the box. Mock college students were made to notice the box with curiosity and initiate trials for the drink. This motivated the actual students to go near the drop box and collect the drink.

A huge turnout of people wanted to try the product during the pilot activity owing to the smash-hit box. Approximately 540 bottles were sampled in just 25 minutes! Considering the success of this activity, it will now be executed in 25 more colleges & corporate parks each, across the country.