Actively bringing products to active people: Arla Protein Refresh Summer Tour
- Finland
- Brand Experience
Arla aimed to enter the competitive protein drink market and establish brand recognition, despite being primarily known as a dairy brand. The challenge was to engage the target audience and change their perception by providing a taste experience for Arla Protein Refresh.
The Arla Protein Refresh Summer Tour targeted active individuals who embrace an active lifestyle. Through a series of promotional events in festival cities and sports events, Arla introduced the product to the target audience, creating excitement and curiosity.
The summer tour featured tailored promotions in various sizes, including a captivating tent and tour bus in city locations and mobile units placed strategically at fitness stairs, such as Malminkartano. The aim was to surprise and engage the active consumers.
Result/Impact
- Distributed 25 730 cans of Arla Protein Refresh, reaching a large number of consumers. - Positive feedback received, including comments such as "A great new addition to the energy drink market," "An amazing boost," and inquiries about purchasing the product in stores.
Project team: Project lead: Mika Roiha Creative: Reija Forss Producer, Team Leader: Ida Kielinen Producer: Maria Sorvali Production Coordinator: Miina Heinonen
CONTACT US
Mika Roiha
mika.roiha@liwlig.fi