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A NATURAL
POSITIONING SHIFT

Yuban

Connecting with California park visitors in an authentic way to demonstrate its strong commitment to the environment, Yuban provided targeted sampling to drive product trial and purchase.

Objectives

  • Provide a quality sampling experience to prospective Yuban consumers
  • Sample the new Pacific Coast Blend to Yuban’s stronghold market: California
  • Garner feedback from consumer survey cards with Yuban-selected questions
  • Provide a high-quality and consistent brand interaction and experience
  • Distribute samples by trained Brand Ambassadors and Park Officials in State
    Parks events, campgrounds and visitors centers
  • Distribute 10,000 product brochures with high-value coupon to incentivize trial

Results

  • Over 33,000 samples served
  • Over 1,500 survey card responses
  • Over 200 survey takers provided email addresses
  • Yuban received 1.2 million brand impressions from the in-park signage (this
    includes the signage for events, park entrance gates, visitor centers and
    campgrounds, based on visitation during the sampling period)
  • Yuban also received TV News coverage which resulted in 102,359 bonus
    impressions
  • Coupon Redemption: 5.2% [versus average promotional redemption of less
    than 1%]
  • 3,000 branded T-shirts handed to consumers

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