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January 24, 2014

A Product Marketing and Sampling Program – Done Right for Danone!

Product Marketing: Affecting Our Minds and Our Mouths

In these protein powder mixing, kale-chip consuming and gluten free-phenomenon days, “healthy living” is no longer just another fad but in fact a product marketing trend that’s here to stay. Businesses in the food industry are finally focusing more on trying to change themselves by using product marketing rather than trying to change their target market. Gone are the days of gut-wrenching hunger, major binges and subsequent shame spirals – not when our favourite food suppliers are becoming more health conscious.

But as a leader in the industry, Danone has set the bar high for businesses looking to be a health-conscious food provider.

Danone Canada is Canada’s leading producer and manufacturer of yogurt and fresh dairy products. Danone has been the benchmark company in the Canadian fresh dairy industry since 1967 with over 600 dedicated employees working hard to ensure an ongoing supply of superior quality products for consumers are available to enjoy. In addition to this, Danone continually strives to enhance the nutritional quality of their products, invests in research, and develops informative and educational programs aimed at promoting the virtues of physical activity and a balanced diet through product marketing.

This conviction has always been at the heart of Danone, in its history and its brands. It gets stronger every year and shapes their commitment to food quality, nutrition, and health. It also helps shape the daily activities of Danone employees around the world and is the inspiration behind their Food, Nutrition, and Health Charter.

Danone is a company that many businesses can only dream of being compared to. And so, it was our absolute pleasure when Zoom Media contracted us for a five-week product marketing & sampling program for Danone’s new Silhouette Greek Yogurt.

A Sensationally Sweet of Product Marketing For Danone

From Jan. 20-24, our staff approached  gym-goers in Toronto, Montreal and Vancouver offering free samples of Danone’s new Silhouette Greek Yogurt. There couldn’t have been a better time or more convenient space to execute this product marketing & sampling program. Why? Well, as we all know, January is the month for new years resolutions with new gym members and packed training rooms and classes. With such an excessive amount of  traffic, it made perfect sense to target as many people as possible and of course, offer a perfect after-the-gym snack.

The guilt-free goody contains: no aspartame, no artificial flavours, no gelatin, no added sugar, 50 calories per 100 grams, 0% fat AND and comes in four delicious flavours – Vanilla Twist, Berry-licious, Strawberry Kiss and Cherry & Cranberry Touch.

In addition to staffing this amazing sampling program, Tigris teamed up with top ad agency, Zoom Media to turnkey this program. While Zoom leveraged their fitness partnerships in these cities, Tigris coordinated transportation of the samples, cold storage facilities, logistics, uniforms, staffing and management!

Aside from offering a variety of free samples with innumerable health benefits, staff were responsible for some prep and event management such as picking up supplies in advance and before each shift along with set up and tear down of the sampling display.  Between the three cities, 6,750 samples were distributed and over 8,000 people were interacted with. Now, that’s what we call successful product marketing!

For information on how you can leverage your brand through product marketing, please give us a call at 416-283-9119.

Serena Holmes
Serena Holmes
Serena Holmes (formerly Schwab) is the President & CEO of Tigris Incorporated. She is a Broadcast Journalism graduate from Ryerson University. She began working in events in 2000 and started with Tigris as an events staff in 2004, was promoted to management and later accepted partnership. Serena took over operations of the company in 2008. Since that time the roster has tripled and the company continues to grow at a healthy pace. Some keynote clients include Rogers, Motorola, GTAA, CHIN Radio, Appleton Rum and many others. Google PLus Profile:

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