Double Dutch

Objectives:

• Increase Brand Awareness: Expand Double Dutch’s presence across the UK by targeting both new and loyal customers in high-footfall areas.

• Drive Product Sampling: Provide free samples of the brand’s mixers to encourage trial and drive sales of new flavours.

• Boost Social Media Engagement: Encourage on-site customers to share their experience on social media, using branded hashtags and participating in interactive campaigns.

• Support Retail Partners: Build strong partnerships with local retailers by driving foot traffic and offering exclusive in-store promotions in conjunction with the van's appearances.

Concept:

Double Dutch's "Sip & Discover" Van was a vintage, brightly coloured vehicle, fully branded with the company’s logo and playful aesthetic. The van’s design echoed the personality of the brand—bold, exciting, and full of flavour. With a sleek, mobile bar inside, the van offered consumers the chance to sample the newest Double Dutch flavours and learn about the brand in a dynamic way. At each stop, consumers could try free samples, attend mini tasting workshops, and explore the perfect pairings of Double Dutch mixers with spirits. The experience was designed to engage both casual passers-by and cocktail enthusiasts, bringing the Double Dutch ethos of "mixing up the ordinary" to life.

Execution:

Tour Schedule & Locations:  The van travelled across the UK, targeting a diverse mix of urban hotspots, train stations, festivals, and shopping centres. Major cities like London, Manchester, Birmingham, and Edinburgh were prioritized, but the van also made stops at smaller towns, ensuring maximum outreach. - Locations were chosen for their high footfall and access to the brand’s target demographic—young professionals, cocktail aficionados, and consumers seeking premium mixers. - Partnering with local retailers and bars allowed Double Dutch to build collaborations, offering exclusive discounts or promotional cocktails featuring their new flavours in local outlets.

Sampling Experience

Visitors were greeted by brand ambassadors, who introduced them to the Double Dutch range and offered samples of the latest flavours, such as Cucumber & Watermelon, Pomegranate & Basil, and Double Lemon. - To enhance the experience, the van featured an on-site bartender who created signature cocktails using Double Dutch mixers and popular spirits. Visitors could watch the drinks being made and taste expertly crafted cocktails on the spot. - Interactive stations were set up, allowing visitors to create their own mixer combinations, educating them on flavour pairings and enhancing engagement.

Social Media Activation

A dedicated social media campaign was launched alongside the tour, encouraging participants to share their experience using the hashtag #SipWithDoubleDutch. - The van also featured an Instagrammable setup, with photo-worthy installations such as neon signs, branded props, and colourful backdrops. - Consumers who shared their experience on social media could enter a giveaway for a year’s supply of Double Dutch mixers or win exclusive brand merchandise.

Retail Partnerships & Promotions:

In each city, Double Dutch partnered with local bars, pubs, and retailers to stock their new flavours, offering exclusive in-store promotions tied to the van’s presence. - QR codes were placed around the van that linked to discount vouchers or special offers available at nearby retailers, driving in-store foot traffic.

Results:

• Over the course of the campaign, the van visited 40 cities, engaging with over 50,000 consumers through on-site sampling and activations. - Social media activity surged, with over 10,000 posts shared using the campaign hashtag. The brand saw a 35% increase in its Instagram following and a 20% boost in social media engagement. - The van’s vibrant design and unique sampling experiences generated significant buzz, earning media coverage from local publications and influencers who praised the innovative approach.

•  Sampling Success: - Double Dutch distributed more than 100,000 samples during the tour, allowing consumers to try new flavours before committing to a purchase. - Post-event surveys showed that 80% of consumers who sampled a Double Dutch mixer said they were more likely to purchase it in the future.

• Sales Impact - In partnership with local retailers, the campaign led to a 25% increase in sales for the Double Dutch range during and after the van’s appearances in those areas. - Bars and pubs that featured Double Dutch mixers in their cocktail menus saw a 15% uplift in mixer-related sales.

Long-Term Impact:

The campaign helped solidify Double Dutch’s position as a leading premium mixer brand in the UK. The excitement generated by the tour translated into sustained consumer interest in the brand, with new flavours quickly becoming popular in the market. - Double Dutch also fostered long-lasting relationships with retail partners, setting the stage for future collaborations and product launches.

Conclusion.

The Double Dutch "Sip & Discover" Sampling Van successfully combined experiential marketing with on-the-ground product sampling to create an impactful campaign that resonated with consumers. The mobile nature of the campaign allowed the brand to reach a wide audience across the UK, building brand awareness, increasing product trial, and boosting sales in a dynamic and engaging way. By bringing the brand directly to the consumer in an exciting format, Double Dutch was able to "get liquid on lips" and strengthen its position in the competitive mixer market.