One of our consultants was posted to a project at a drinks manufacturer undertaking a line extension. Introducing a new brand or flavour always works better when you offer consumers the opportunity to taste it. In other words: a sampling plan had to be part of the marketing plan. The best way to attract new consumers it to allow them to taste the product and show them how to use it. A sampling plan often goes hand in hand with a promotional campaign to encourage consumers to try the product.

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