Challenge

Drive trial and purchase intent among Unacculturated Hispanic consumers

Insight

• Unacculturated Hispanic consumers are unfamiliar with brand Dr Pepper and its unique taste
• Due to the brand’s dark coloring, most consumers assume Dr Pepper tastes like a cola resulting in an unexpected and often un-enjoyable taste experience

Solution

• Experience indicated that consumers with multiple tasting opportunities were more likely to appreciate the complex, rich taste of Dr Pepper
• Developed a comprehensive grassroots sampling program anchored in providing consumers with 5x sampling opportunities
• Bilingual brand ambassadors went where consumers live, work and play (construction sites, soccer fields, churches, malls, movie theaters, flea markets, festivals) a minimum of 5 times throughout the program period
• Brand ambassadors sampled cold full cans of Dr Pepper from branded vehichles for an average of 72 days per market

Results

• Distributed over 1 million cans of Dr Pepper in Los Angeles alone!
• Research indicated that purchase intent increased +40% among trialists and non-users in key markets
• Program success consistently warranted new market rollouts year after year