In 2018, with distribution expanding into new retailers and geographic markets, Zevia wanted to spread the word about their zero calorie beverages that are sweetened naturally with Stevia. Zevia wanted to focus on promoting sugar reduction and a healthful alternative to sugary drinks and diet sodas. Zevia aimed to re-connect with consumers who had given up sodas years ago.
Zevia wanted to create a national network of enthusiastic, extensively trained brand ambassadors. They needed dozens of BAs who could speak knowledgeably about Stevia as its sweetener, and engage with specific targeted audiences. The Client’s objective was to get cans of ice cold Zevia sodas, sparkling waters, and mixers into the hands of consumers in a meaningful way.
Turn-Key coordinated and executed 14 weeks of 5-day Guerrilla activations (70+ days total) in 8 major cities. To make it a fully-integrated sampling campaign and to reach consumers where they play and where they shop, we used the same trained staff to run an aggressive in-store demo campaign; and sampling booths at consumer events. Turn-Key created a logistics network in each of the cities to minimize cost and maximize efficiency, including receiving, storage, refrigeration & in-market transportation. Averaging 8,000 cans per week, we managed the logistics of transporting 2500 pound pallets of product and thousands of pounds of ice and getting everything where it needed to be, on time. Our teams used a branded van, rolling barrel coolers and wagons to visit high-traffic locations and to share ice cold cans and smiles to thousands of consumers nationwide.
Turn-Key distributed over 114,000 cans of Zevia via guerrilla marketing in 14 weeks in 8 major US cities. That same year, Zevia rounded out the campaign by working with Turn-Key to execute over 1,300 in-store demos and 55 consumer events in target markets. Turn-Key handed out an additional 537,000 cans and poured samples at these demos and events. We showcased Zevia’s fun personality by handing out branded swag. Zevia has since expanded their sampling program with Turn-Key and we’re in our 11th year of working with the company.