Silk Goes Guerrilla to Sample New Smoothie
Representatives were at the ready at organic-oriented supermarkets this month, handing out thousands of samples of Silk live!, a new soy smoothie by Silk.
Consumers at Wild Oats and Whole Foods markets around the country will get to taste the new smoothie and receive a coupon at more than 180 locations in 30 states. Some 50,000 10-oz. samples will be distributed by two reps, wearing branded Silk live! T-shirts, manning storefronts as consumers enter to hand out the samples chilling in barrel coolers.
“Getting [the product] in the hands of people to taste it is the best thing we can do because once people taste it it overcomes the prejudice against what soy may taste like,” said Ellen Feeney, a spokesperson for White Wave, the maker of Silk. “We’re confident that given the taste test it’s going to pass with flying colors.”
The product comes in four flavors: peach, raspberry, strawberry and mango.
Feeney said yesterday that this is a soft launch in advance of a roll out to conventional grocery stores across the country next year when additional financial resources will be put behind the roll out.
Universal Consulting Group handles the campaign.
