RC Cola – Case Study

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Client Background

RC ColaClient: Royal Crown Cola
Agency: TMPG

Program: RC EDGE Power Cola Sampling Program
Program Type: Product Sampling

Program Overview

We were contracted by TMPG to execute product sampling for RC Cola’s new maximum-strength cola, available only in distinctive blue 20-oz. bottles, in South Padre Island, TX for Spring Break ’99. Using Ryder box vans, our teams handled the sampling carts, barrel coolers and various premiums.

Execution

Warehousing:
Secured in each market. Local distributors provided product as needed. Drop shipments of event materials were sent directly to storage facilities. Most supplies were purchased in-market.

Staff RequirementsWe provided two Market Managers and up to 12 local staff to distribute samples in high-traffic locations that were secured in cooperation with distributors as well as tie-ins with local events in the South Padre area. For the summer program, we provided 18 Market Managers and secured storage facilities, rental trucks and ice in each market. All staff were uniformed in product-branded T-shirts and hats.

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