The launch of Pure Piraña Hard Seltzers in the Irish Market 2021

Delivering refreshment across the country

THE REMARKABLE EXPERIENCE

In what was dubbed the Summer of Seltzer – and saw various brands almost simultaneously launching and vying for consumer attention within the same category – guaranteeing Pure Piraña Hard Seltzer made a splash in the Irish market during the summer of 2021 was no mean feat.

Add to the mix strictly enforced Covid-19 restrictions on product sampling and a target of getting 30,000 samples into consumers’ hands by the end of the season, and this all made for a delicious challenge.  

THE IDEA

Honey+Buzz was requested to develop a mass sampling campaign that would not only reach that desired sampling target of 30,000 samples in consumers’ hands but to also reach the right consumer target market and enable the brand to establish and drive strong brand awareness, create talkability and encourage consumer participation and engagement with the brand.

With the aid of a branded vehicle, which delivered bespoke sampling packs to both consumers and offices nationwide, a team of brand ambassadors, strategic collaborations with cultural partners, the creation of competition kits, and a close working relationships with the appointed PR and social media agencies, we were able to successfully reach the stipulated target by the end of September 2021.

PERFORMANCE

Caoimhe Henderson, Senior Brand Manager for Pure Piraña at Heineken Ireland, said of the sampling campaign:

“Honey+Buzz stepped up to the challenge providing solid strategic direction from the beginning of the project as well as unquestionable expertise in terms of production and logistics. Despite tight deadlines, this summer saw the Pure Piraña Jeep hit the road delivering incredible, high quality sampling boxes and exclusive summer kits to consumers, businesses and cultural hubs across the country, all thanks to the determination and creativity of the team. The Honey+Buzz team are incredible custodians for the brand and we were lucky to benefit from their passion, drive and professionalism in equal measure.”