ZEO, the new drink that aims to revolutionise the adult soft drinks category, is working with engagement agency Corporate Innovations and TNT Post Doordrop Media to reach affluent consumers with an offer of a free full size six-pack of ZEO.
ZEO, a complex and uniquely flavoured range of soft drinks that are 100% naturally sourced and low in calories, is available in three refreshingly crisp, fruity variants.
In-home sampling by TNT Post offers a unique way for consumers to interact with the ZEO brand in a relaxed, low pressure setting with time to experience all three flavours. Homes within selected Tesco catchments will be delivered a ZEO branded bag, with a call to action to receive a free six-pack of ZEO the following day.
Alongside the free sample, consumers will also be given a Tesco half-price voucher and information on the ZEO range. Households that fill out an online feedback survey designed to gain insight in to consumer options will be put in to a prize draw to receive £2,500 Freedrinks CEO Mark Young said: “This is an ambitious promotion designed to increase trial of the ZEO range.
We know from research that when a consumer samples our range of three flavours, at least one of the flavours is likely to be a big hit and will therefore drive repeat purchase. “Since launch we have experienced extraordinary sales growth, and this partnership with Tesco will boost our sales further. It is quite unusual to find a free six-pack on your front door step and we anticipate a high level of interest from targeted households.”
The campaign was developed by engagement agency Corporate Innovations in collaboration with TNT Post Doordrop Media. Gareth Baldwin, director at Corporate Innovations commented “We are really excited about in-home sampling that enables us to engage with our target audience on multiple levels. The campaign will not only raise brand awareness and drive taste appraisal, but create a buzz allowing consumers to feedback on their experience using #tastethetingle. We will use the feedback, insights and Dunnhumby data to measure and report effectively on the campaign ROI. “ Julie O’Neill, Business Development Manager at TNT Post commented “Using our intelligent approach to doordrop targeting the campaign will reach the right audience who will want to discover ZEO and taste the tingle”.
About ZEO: The first ZEO drink was borne from the premise that a drink does not have to be alcoholic to be interesting. A lack of innovation was spotted within the soft drinks category which developed into a non-alcoholic beverage called ZEO. 4.5 million euros was spent on developing the unique blend of natural fruits and botanicals designed to create a tingling taste sensation.
The ZEO range includes: ZEO lime Zest (45 calories), ZEO citrus Crush (45 calories) and ZEO peach and grapefruit Burst (30 calories).