ANHEUSER-BUSCH INBEV
BON & VIV - SPIKED SELTZER
A guerrilla-style sampling activation that brought Bon & Viv Spiked Seltzer directly to Toronto consumers, with street teams distributing chilled cans in high-traffic areas to drive trial, spark organic brand engagement, and reinforce its identity as a crisp, refreshing hard seltzer.
In 2019, Bon & Viv Spiked Seltzer made a big splash in Toronto through experiential marketing and sampling activations, aiming to build brand awareness and encourage trial. As one of the earlier brands in the hard seltzer space, Bon & Viv positioned itself as a more sophisticated, flavorful choice in a market that was just beginning to heat up in Canada, with White Claw not yet fully dominating.
To bring this vision to life, we ran a multi-weekend guerrilla-style sampling program across Toronto, focusing on parks and high-traffic areas where we could engage with our target audience. The brand ambassadors offered chilled samples to passersby, gathered instant feedback, and captured photos of people enjoying the drink.
Responsibilities included sourcing and training ambassadors with Smart Serve certification, ensuring compliance with alcohol sampling regulations, coordinating logistics, and overseeing on-site execution. Additionally, managed sampling strategy, tracked consumer responses, collected visual content, and compiled a final report summarizing key insights and program impact for the client.
Deliverables
Strategic DeploymentMobile Sampling StrategyConsumer Engagement & Brand StorytellingBrand Ambassador Sourcing and TrainingLive Consumer Insights & Sentiment Tracking
Regulatory Compliance & Responsible SamplingContent Capture & Visual StorytellingMulti-Weekend Activation ManagementOn-Site Execution and ManagementData Collection & Performance MetricsPost - Activation Reporting & Insights