The ask
A national energy brand was launching a new product line into a category reset, and needed to convert its existing shoppers while bringing new ones in.
Objectives
- Build awareness for a new product launch and category reset.
- Drive trial across the new line’s full flavor range.
- Convert existing brand shoppers while recruiting new ones.
What ran
- A Buy 2 / Get 1 offer on the new product and its flavors.
- Offsite display targeted to a single retailer’s shopper audience, across the country.
Results
+44%
incremental transaction lift
+47%
incremental sales lift
+18%
category share lift
Offsite display worked as a recruitment channel, not a reminder. The transaction lift outran what the brand’s existing buyers could have produced on their own, and the share gain confirms the new volume came from the category rather than from the brand’s own base.