Arla – sampling of a pink milk drink

Sampling of Arla’s pink milk drink in the middle of the spring’s biggest product hype – our team met the target audience directly on the streets of Stockholm.

About the campaign

On 7 April Arla launched its summer range – and the pink strawberry-flavoured milk drink became such a hit within days that it sold out in most stores. Demand exceeded all of Arla’s forecasts, and the dairy in Linköping could not keep up as shelves emptied. The pink-striped carton filled social media, and anyone who got hold of one was happy to share it – a classic FOMO spiral where everyone wanted what everyone else was talking about.

Sampling on the street

In the middle of all this attention, StreetPromotion was on site. We met the target audience directly on the street with sampling of the pink milk drink – the first meeting between consumer and product, in the hand instead of in the feed. When a product is talked about but hard to find in stores, a sample on the street becomes more than marketing: it is the moment the hype becomes a personal experience. Our team handed out samples, captured reactions and gave thousands of passers-by a direct relationship with a product they had so far only seen on their phones.

About the product

Behind the pink colour there is a well-thought-out product: the drink contains the same nutrients as ordinary milk with 1 per cent fat, is fortified with vitamin D and has less added sugar than chocolate milk, for example – 1.8 per cent. The colour comes from beta-carotene and the flavour from strawberry aromas. The product is in stores until week 37 – and if it becomes a permanent part of the range, consumers will have decided it. Some of them met us first.