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Influencer & Business Drop campaign introducing Pepsi\'s newest zero caffeine/zero calorie soft drink, Tava
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Tava Influencer & Business Drop Program
Emily F RyanEvent Producer
Nov 2007-April 2008
Program Overview
• The goal of the program was to drive awareness & trial of Tava, Pepsi’s newest soft drink. The Tava program infiltrated deep into core markets and provided rich, brand-right introductions, igniting buzz during the pre-launch phase.
Influencer Gatherings At-A-Glance
• Handpicked everyday influencer hosts were asked to invite friends to a unique, discovery themed gathering provided by Tava. Flight tastings/introductions to the Tava brand were woven into the fabric of each gathering in a credible manner. Every guest left with a six pack of Tava and an Open Book that included multiple retail bounce-backs and access to Tava Special Delivery, providing further product seeding in each market & beyond.
• The program targeted 40 influencer hosts & 25 guests on average per gathering.
Influencer Gatherings
Break for Tava Business Drops At-A-Glance• Businesses that embrace discovery & employ modern day
“explorers” were chosen to receive a customized Tava experience. The businesses had an established reputation within the cultural fabric of their market. The experience was pre-planned with internal business contacts and consisted of the following elements; hand delivered branded coolers with freshly chilled product, a Discovery Box filled with unique contents, Open Books for all employees that included multiple retail bounce-backs and access to Tava Special Delivery.
Break for Tava Business Drops