Tandem In-Pack/On-Pack Sampling Promotion

The Client:

A client was launching a new product and wanted to sample the product inside the packages of an established brand with a similar target consumer

The Challenge:

• Inserting fragile samples into the designated carrier packaging was technically challenging and costly  
• Client had a required insertion hit rate of 98%+
• DIY insertion options cost-prohibitive
• Hand inserting 4 million samples ~ $52K for labor alone
• Purchasing equipment to automate ~ $250K
• The planned sampling method of  “tipping” was extremely costly and cumbersome
• Tipping is when samples are adhered to a backer card
• Tipped samples cannot be inserted automatically

Our Solutions:

• Promotion Element 1: Sample production
• Overwrapped samples instead of tipping: cost savings $96K
• Promotion Element 2: In-pack & on-pack offer
• Use automated insertion instead of manual
• Minimal disruption to the plant
• Lease equipment instead of purchase
• Promotion Element 3: Master project coordination
• Managed components of project across entire company
• Single point of accountability across complex promotion with multiple vendors
• Coordinated timelines with sampled product and carrier product plant
• Liaison between marketing and operations
• Organized print, overwrap and insertion

The Results:

• Delivered 99.5% hit rate
• Set new plant line speed record 3 times in 5 days while running the promotion