Objectives:
- To promote Nestle Waters’ commitment to recycling and the environment.
- To encourage consumers to recycle their empty plastic bottles
- To educate consumers on the initiatives and steps the bottled water maker has undergone to ensure that its products are properly recycled in-stadium
- To enhance brand awareness and consumer loyalty through its recycling initiative and on-site activities for all 3 of its Regional brands
Solution:
Nestle’ Waters attached its 3 regional brands to 4 well respected Regional sponsorships with activation abilities at each. Leveraging its sports sponsorships with 4 MLB teams, Nestle’ Waters developed a multi-tiered activation program at each to successfully achieve its marketing goals. Sampling activities were held early in the season at each stadium in an effort to promote the company’s products as well as generate awareness for its new recycling initiative. Coupons were distributed throughout the season in an effort to drive retail traffic and promote incremental sales. A sweepstakes component was executed at multiple stadiums for free tickets to a future game and co-branded premiums were distributed to build brand awareness and consumer loyalty. Total Event Solutions provided outgoing, engaging and knowledgeable staff throughout the season, managing on-site logistics and activation at all 4 stadiums while providing valuable insight, recommendations and feedback after each event.
Results:
Total Event Solutions worked directly with each team to ensure that displays were set-up properly, products, coupons and premiums were delivered each game and program goals were met. Awareness for the recycling initiative increased throughout the season in each market and brand loyalty was positively influenced at each MLB stadium.
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Client: Nestle’ WatersBrands: Ice Mountain, Ozarka, Poland Spring
Event/Promotion: MLB Regional Sampling Program
Markets: Boston, Dallas, NYC, St. Louis
Activation Tactic: Sampling
