Free Drink Sampling’s Dramatic Long-Term Effect On Brand Equity
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New research from System1 and DUSK, a nightlife and bar discovery app that enables drink sampling at scale, finds that sampling has a powerful impact on long-term brand equity when combined with advertising, delivering increased brand awareness, more intense, positive feelings, and reduced price sensitivity.
UK DUSK users received free drinks from a premium, legacy spirits brand and a newer super-premium brand. System1 then used its Test Your Brand platform to measure brand health one to six months after the sampling occurred. This revealed how brand Fame (how famous is the brand?), Feeling (what emotions do people feel about a brand and what is the intensity of these emotions?) and Fluency (how distinct is the brand?) shifted compared to a control group that did not sample any drinks.
Download the report to learn the 6 rules of sampling and 7 best practices leveraging behavioural science that marketers can apply to execute free sampling with success.