Professional networks mobilization

"Shake, the kiwi !" : a competition for professionals

The French kiwi has been successfully communicating to journalists and the medical world for the last few years. The aim for 2001 was to generate interest in the product among new targets, direct decision-influencers and young people.

Sopexa's solution

Organise an operation directed at barmen in France by creating a "non-alcoholic" kiwi-based cocktail competition open to 600 ABF (French Association of Barmen) members to increase their awareness of the product.

From November to mid-December:

• Mail-shot sent out to the regional ABF chairmen encouraging their members to take part. Gift swizzle sticks sporting the French kiwi symbol given to all ABF members.
• Pre-selection organised in ABF regional branches.

14 December 2001:

• Closing date for the "non-alcoholic" kiwi-based cocktail competition.
• "Kiwi Massive Mix" evening organised as a finale to the competition in a Paris region disco, the Métropolis, in partnership with NRJ (an FM radio station).
• Media coverage in the Paris region (posters in trendy Parisian bars, 52 messages broadcast on NRJ Ile de France and an announcement on the www.NRJ.fr website).
• Disco specially decorated, "kiwi" swizzle sticks placed on the bar counter, hostesses dressed in kiwi colours handing out 4,000 condoms bearing the "French kiwi" symbol as well as 3,000 booklets on the product's nutritional value.

Results

• 145 contestants, inventing new ways to consume kiwi with original cocktail recipes.
• Barmen very much enjoyed working with this product and are keen to repeat the operation.
• 6,000 people, in a single evening, were made more aware of the product.
• Product now used more extensively by barmen in the ABF network and discos.