Katjes Gummies elevates Pride vibes in New York City
Katjes, a well-established European candy company new to the United States, contributed to Pride festivities with their creative sampling activation.
The vegan candy company's rainbow and love-shaped gummies where a perfect Pride match.
A sampling bike and inflatable unicorn stood out from afar, and drew people in.
Once nearby, brand ambassadors engage people with samples and conversations.
The street team encouraged people to try the vegetarian fruit gummies.
Even more than usual, the people of New York City were the stars of the experiential product sampling initiative.
Capturing people's reactions and the joy of the celebration was pure social media gold.
And, to drive conversions, a flyer with QR code directed people where to purchase their newfound favorite.
What makes this Pride activation shine so bright?
A new brand needs to become known - Being new to the States, a brand needs to introduce itself, and experiential product sampling is the perfect way to do that, and Pride allowed them to do it at scale.
Right place and time - People in a celebratory mood are open to new experiences. Brands get associated with good times, a classic example of positive emotional brand association marketing.
Audience alignment - A vegan and sustainability-focused brand truely resonated with people attending Pride.
Inflatables - People love having fun and taking pics with inflatables; this one element makes the marketing activation inherently sharable.
Ambassadors - Enlisting people who enjoy engaging with thousands of people per day is critical, and giving them leeway to express themselves as individuals is essential to your success.