Freshpak Rooibos tea decided there is a need to reach consumers with the message that their product is ideal for consumers who take this approach to their life and so they are conducting a four-week interactive campaign in targeted townships.
The objective of the campaign is to introduce the product to their target market through sampling, allowing consumers to taste the uniqueness of Rooibos. The health benefits will be communicated with focus on the brand's Rooibos and other variants such as Chamomile and Green tea. According to Janet Rose, brand manager of Freshpak, the campaign is to create brand awareness amongst young, black health-conscious females. “It is aimed at motivating and creating the desire for consumers to try our range,” comments Rose.
The brand's Promobile will conduct three shows per day and will operate four days a week from Tuesday to Friday. Venues will include spaza shops, larger stores within the townships and other high-convergent points. In order to induce trial through purchase, the audience will be encouraged to go in-store to purchase the product in order to enter the lucky draw for a chance to win a prize. The prize hamper consists of a range of Freshpak products.
