Green & Black’s · Velvet Fruit Moment
Tapping into sensory sampling & neuroscience to launch NPD successfully.
150 K
Samples delivered
125 K
People reached through social sharing
1.2 M
Opportunity to see
200%
Increased purchase motivation versus standard sampling approaches
The challenge
How do you become part of the evening ‘me-time’ moment when behaviours are so established?
Our people-first strategy
Using our behavioural approach, we identified the key comparison as ‘me-time’ treats like wine or snacks you have in the evening. These are so established that we believed that only sensory sampling would convince people to take the ‘risk’ of trying something new. We used neuroscience testing to test the difference this approach made to purchase motivation.
Our creative idea
Velvet Fruit Moment
Create cosy corners and an indulgent moment in our tasting chair in the midst of train stations and shopping centres, all captured with a cinemagraph.
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