Martinelli’s Sparkling Cider: Brand Awareness in New Market


S. Martinelli & Company, based in Watsonville, California, has been producing non-alcoholic sparkling cider and apple juice in California’s Pajaro Valley since 1868. The company remains family owned and operated since its inception.

The Martinelli brand has massive brand recognition in California and surrounding region, but despite its superior quality it is not widely known outside of the Golden State. Martinelli’s was was looking for a partner to help drive brand awareness and trial of their sparkling juice product in the South Texas region.

Martinelli’s engaged our team to help drive brand awareness and trial of their sparkling juice product in the South Texas region.

Approach
We collaborated with the Martinelli’s team and built on their strong sampling program to create a series of events. Tapping into the bubbly and celebratory connection with their sparkling product, we developed the Make Your Day Sparkle campaign. The campaign engaged with participants at existing events with street teams wearing branded shirts to sample the sparkling product. We included banners and a wrapped push cart to solidify the brand presence. We measured the event and drove trial by handing out coupons along with our samples.

Results
We participated in four events in San Antonio and Austin, from November through December. Our team selected events based on high attendance from families with children as we felt they would drive the most appropriate interest. Across the four events, we handed out over 35,000 samples, driving very high brand awareness. Sales conversion from these events on a bottle-to-bottle ratio was over 13%.