After a successful summer pilot in the southeastern U.S., Anheuser-Busch InBev is planning a national at-home sampling program for Bud Light Seltzer, reports Food Dive. In June, AB InBev launched the pilot with consumer engagement company Ripple Street, giving 1,000 fans a $20 gift card to buy a pack of Bud Light Seltzer at their local retailer and post a review on social media.
The program resulted in 14,000 social engagements, 6,100 product trials, a 174 percent increase in purchase intent and a 220 percent increase in recommendation intent. “With all of our traditional sampling tactics having been disrupted by COVID-19, we needed a new strategy on how to get liquid to lips,” said Michael Rudolph, AB InBev’s director of beyond beer for the Southeast.
The national expansion will run in November and revolve around a seasonal pack with yet-to-be announced flavors. Through the Ripple Street platform, customers can enter to win a free pack, which AB InBev hopes they will share with family and friends around the Thanksgiving holiday.
“Some people in stores still don’t feel safe sampling in store,” said Rudpolph. “So maybe this is where at-home trials come in, or they work in conjunction with mass sampling once it’s safe to do so again.” Full Story