Green & Black’s launched its new Velvet Fruit range with the evening me-time moment in mind. But with so many options, and behaviours firmly established, we needed to find a clever way to earn consideration.
People first insight
Our me-time treats of choice are deeply ingrained. Trying something new comes with a risk – what if I don’t like it? But our neuroscience research found simply handing out samples is rarely effective, even if your product is delicious. There needs to be a multi-sensorial element to connect, be memorable and drive purchase.
Unusual Everyday™ Idea
We recreated an indulgent, peaceful me-time moment for people to enjoy in the midst of the hustle and bustle of their day. Our cosy corners popped up in train stations and shopping centres, offering people sensory sampling: the chance to try Green & Black’s Velvet Fruit in our sumptuous tasting chair, captured on a cinemagraph they could share.
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