What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Flavour competition a knockout
"Danone Clover's recently launched Yogi Sip 'Flavour Knockout' Competition has proved a resounding success both in terms of product development and growing consumer appreciation for the brand," says Stuart Wade, brand manager at Danone Clover. The competition was visually conceptualised by Espial.
The aim of the 'Flavour Knockout' was for Danone Clover to launch two new flavours into the market, with the intention of getting consumers to have a say in the flavour they would like to remain in the Yogi Sip range.
"As a result of the competition, our two new flavours are among the top performers in the Yogi Sip range," says Wade. "Two months into the campaign, we have almost five times the votes for the 'Flavour Knockout', as opposed to our previous campaign held towards the end of last year."
Using sporting greats Bryan Habana and Ryk Neethling to represent the two new flavours - 'Mango' and 'Berry' respectively, Espial created an integrated promotional campaign to determine the flavour preference of the South African consumer.
"This included unique promotional packaging, POS, a viral campaign, shopping mall promotions - where shoppers could meet their sporting heroes - and an online, live, 'Knock-out' game between 'Mango' and 'Berry' on the Yogi Sip website [www.yogisip.co.za]. Here participants could win prizes such as Ipoda Nanos, autographed Springbok jerseys, and Island Style Hampers. All of these activities worked together towards mobilising and driving the consumer interaction behind their favourite flavour," concludes Wade.
