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POWERADE

Customer profiling, brand awareness & activation campaign

‘The provision of pen personas for online customers now enables us to monitor how our different customer segments respond to online activity, helping us to more effectively shape future strategic online marketing decisions.’ – Head of Marketing, The National Gallery

The Brief

Powerade delivers dual energy helping to energise the body quickly whilst maintaining improved performance for longer. Available in a range of favours in both 500ml and 375ml wide mouth bottles, the consumer profile target market for this product is 16-24year olds, primarily full time students and blue collar workers.

Powerade aimed to introduce a major sampling programme across the UK with the objective of reaching 750,000 of their target market. Initially in the London area, the sampling was designed to raise awareness for the brand via fun and  impactful communication of key brand messages focused on energy and performance.

Action

S2 was tasked to develop the underlying strategy to implement a successful sampling programme. Initially, this required identifying the most suitable locations for sampling activity in the London area as a prelude to a major national roll out.

Using customer profiling techniques and Map2Stats, our data mapping, reporting and location analysis tool, we developed a ranked list of key priority areas with heat maps showing high densities of independent and key customer retail outlets in locations dominated by blue collar workplaces, transportation hubs, major construction sites and emergency services (predominantly police and fire).

As S2 host and manage Coca-Cola European Partners’ (the parent company of Powerade) customer database, we then overlaid existing retail outlets taking into account cooler equipment on site.

Result

The resulting output defined the consumption opportunity by sizing the population matching the brand profile, enabling ranking of outlets to prioritise equipment placement and field sales resourcing for the sampling programme.

Using the insights gained from the sampling activity, the success of this project resulted in a major national roll out across the UK with an emphasis on locations with the highest ranked customer profile.