Shopper Marketing - August 2017 - 16
values such as health and wellness, fun and
The tour kicked off May 5, in Raleigh, North
Carolina, and will visit 50 cities through the fall.
The experience at each concert includes Juicy
Juice signage, a co-branded video played on
stage before the show and during intermission,
and an onsite activation footprint designed to
entertain families with coloring boards, hula
hoops, limbo and premium giveaways. Audience members can receive a sample after each
At retail, the "Kidz Bop 35" and "Kidz Bop 36"
CDs will include a $1 Juicy Juice Splashers coupon at Walmart, Target and Amazon.com.
Epsilon also developed a sweepstakes that
is being promoted during the tour. Winners
will receive a trip to New York or Los Angeles,
a session with an official Kidz Bop stylist and a
walk-on role in a Kidz Bop video.
Other elements include a national FSI, banner advertisements on the Juicy Juice Splashers and Kidz Bop websites, and social imagery and video for Juicy Juice-owned channels
managed by Brand Connections, its New
York-based digital agency. 360 PR, Boston,
also worked on the promotional elements.
Harvest Hill Beverage will measure coupon
redemption and sales volume, as well as the
number of samples distributed on-site dur16
y SHOPPER MARKETING AUGUST 2017
ing the tour, Bergenfeld says. The
company also will analyze information collected from the sweepstakes to determine the best ways
to engage with key audiences following the tour.
"Event activation remains an important
component to brands' overall customer experience and helps develop genuine emotional
bonds, driving growth," says Richard McDonald, president of Epsilon's agency practice. SM
BRAND: Juicy Juice Splashers
KEY INSIGHT: A family-friendly concert
environment is the ideal venue to promote juice.
ACTIVATION: As sponsor of the Kidz
Bop national tour, Harvest Hill Beverage is using sampling and other on-site
engagement with its target audience.
A sweepstakes, coupons inserted into
CDs sold at retail and digital advertising
support the effort.