A new product, no matter how good it is, can easily go unnoticed, if it’s not promoted properly. While advertising announces its arrival and availability, direct marketing allows consumers to try it on the spot.

For H2Oh!, PepsiCo’s new flavored carbonated water, we developed a chilled sampling campaign that got runners, clubbers and grocery shoppers to taste the fruity water. We even had a special presence at DJ Sasha’s Lebanon concert: laser-lit stands and promoters, dressed in space-inspired costumes, sampled H2Oh! throughout the concert.