Experiential: Muller goes online to bolster trial of Amore

by Bhavna Mistry Promotions & Incentives 20-Oct-05

Muller is putting £250,000 behind an experiential campaign to increase awareness and trial of its Amore luxury yoghurt and dessert brand.

The activity, through Catalyst, features an on-pack push running on seven million pots across all Amore yoghurt and mousse variants.

The creative directs consumers to a web promotion to win one of 15 European breaks as part of a theme that builds on the brand's Continental positioning.

Consumers can enter a free prize draw by registering their details on a dedicated microsite on the Muller website. The site also invites browsers to walk down streets coming off a virtual piazza, at the end of which will be icons that unlock more prizes, product information and viral postcards that can be sent to friends.

Content also includes "secrets" about places on the Continent, and browsers can add their own holiday discoveries.

Consumers will also be directed to the site via blue reveal glasses given out at sampling events that will run for 32 days at shopping and town centres nationwide.

"Amore is a premium yoghurt inspired by the Continent - the flavours include walnut and Greek honey and Spanish orange. We used this to create a complete world of Amore with the sampling unit," said Mark Sinfield, Catalyst account director.

The unit is designed to look like a vine-covered hilltop cafe with a view of the Amalfi coastline. Sound and scent will be used to create an authentic cafe environment to "trigger strong emotive responses in our consumers", said Sinfield. "Samples will be handed out by Mediterranean-looking waiters," he added.

The activity kicks off this month.