From June 14 to August 31, 2024, Franchir produced and executed the Iced Coffee Summer Tour for Danone Canada, establishing the brand’s presence in Quebec (Greater Montreal), Ontario (Greater Toronto Area), and British Columbia (Vancouver).
With a team of over 15 brand ambassadors and 3 project managers across Canada, three custom-designed carts, imagined and crafted by Franchir, traveled the country to introduce Canadians to Stōk (cold brew coffee), Silk (oat-based creamer), and International Delight (cold foam). Together, these products formed the ultimate trio for creating delicious iced coffees at home all summer long!
Over the course of the summer, the tour engaged with more than 10,000 people and served nearly 6,500 iced coffees—a refreshing success!
Objectives
The Iced Coffee Summer teams focused on achieving three main objectives:
Encourage consumer purchases through the tasting of freshly prepared iced coffees.
Promote the creation of new habits by demonstrating how easy it is to prepare iced coffees at home instead of purchasing them from major chains.
Increase brand awareness for the Iced Coffee Summer product range (Stōk, Silk, and International Delight).
Gameplan and Strategy
The strategy was to attract potential consumers and introduce them to the simplicity of preparing delicious iced coffees at home using Danone products. To achieve this, Franchir designed and created a standout, inviting, and fun booth that blended the charm of an ice cream cart with the vibe of a pop-up coffee bar.
Staffed by two brand ambassadors, the cart was equipped with everything needed to provide a refreshing experience for hot summer days.
With a bright orange parasol, an ice bucket displaying the products, vibrant colors, and ambassadors dressed in seasonal attire, every detail was carefully thought out to grab attention.
During interactions, the ambassadors presented the full range of Danone iced coffee products (Stōk, Silk, and International Delight) and demonstrated how easy it is to prepare barista-quality iced coffees at home in just moments—a simple and cost-effective choice!
Results
Across the three target markets, the Danone Iced Coffee Summer Tour made appearances at nearly 50 grocery stores and even participated in a street festival in Vancouver.
Our brand ambassadors served close to 6,500 iced coffees between June 14 and August 31, engaging with over 10,000 people.
Additionally, nearly 6,000 discount coupons were distributed, encouraging consumers to try Danone’s iced coffee product range.
Credits
CLIENT | Danone Canada
CREATION AND EXECUTION | Franchir
FABRICATION | Escouade l’atelier
