Sampling Is A Tactic Brands Can Sink Their Teeth Into

Honest Tea is a product you might like, if you try it. To that end, the brand seeks to provide 2 million free samples this summer, according to Ad Age.
“How many messages are people hit with every day?” asked Seth Goldman, founder of Honest Tea, which is 40%-owned by Coca-Cola. “It’s the quality of impressions [that are important], if you were to look at conversions to consumers,” said Mr. Goldman, whose brand is rolling out an extensive sampling program this summer. “I would trade 100 media impressions for one person-to-person, cup-to-mouth sampling impression.”
Another Ad Age article on sampling indicates that McDonald’s is a believer. The fast-food chain is holding its largest sampling event this week to introduce its Southern-Style chicken biscuit and Southern-Style chicken sandwich. It plans to give out about 8 million sandwiches with purchase of a specified drink.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.