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May 2, 2008

Alpro goes experiential to widen appeal

A leading soya milk brand has taken it’s message of dairy-free healthy eating on the road in an attempt to broaden its audience through a sophisticated experiential marketing campaign. Alpro Live, a new branded installation created by Carbon Marketing for Alpro soya, will tour various indoor shows and shopping centres. At over 80 metres long, it is manned by 10 staff.

Alpro soya offers a range of dairy-free alternatives to milks, yogurts, desserts and cream. Well known and widely respected among those seeking an alternative to dairy for reasons such as lactose intolerance and allergies, the brand’s latest initiative is instead designed to widen Alpro soya’s appeal towards a more mainstream audience.

The installation has four distinct zones where a combination of product demonstration, samplings and emotionally driven brand experiences will be played out.

The Café Soya Bar reminds visitors that Alpro soya milk is already part of café culture in outlets like Café Nero, Costa Coffee and Prêt a Manger, showing how widespread its use already is. Meanwhile, At Home with Alpro soya goes a step further, showing how the product can be used in various domestic situations such as cooking or smoothie making.

On the wellbeing side, the Healthy Living with Alpro soya zone offers Health Check booths where visitors can interact with a bespoke online system. A short Q&A session results in a “score” related to the visitor’s present lifestyle habits. The user is then invited to input changes to their behaviour to see how their score can be improved, creating a personal action plan for a healthier lifestyle.

The final zone is a personal, fully immersive Alpro soya experience. An innovative chair reclines in such a way as to spread the sitter’s weight, creating a feeling of “zero gravity”. Donning a virtual reality headset the visitor leaves the bustle of the show to enter a soporific world of soft music and video designed to encapsulate the Alpro soya essence of wellbeing.

A relaxed seating area completes the installation with free copies of Alpro soya’s recently launched Wellbeing magazine, edited by GMTV’s Amanda Ursell, adding to the overall visitor experience.

Scheduled venues for Alpro Live include Look Good Feel Great and the Good Food Show at the NEC. Many large shopping centres will also figure, including Bluewater, Touchwood and the Trafford Centre.

Commenting on the event, Caroline Deutsch, group account director at Carbon Marketing which created the Alpro Live experience, commented: “In recent years we have grown the brand franchise among various customer segments largely with volume sampling, letting the excellent product speak for itself. Now, when focusing predominantly on new customers, the brand will do the talking. We are concentrating less on volume and more on engagement, so that memorable experiences will create a feel-good factor and post-show word of mouth.”

John Allaway, commercial director at Alpro soya, said the purpose of the initiative was to extend the brand’s audience. “We have excellent awareness and repeat purchase among those consumers who have problems with dairy,” he said. “However, we want consumers to realise that Alpro soya is relevant to everyone.”

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