How would you get women to try this product?

"Cotton Fresh" Degree from Unilever

Companies like Unilever spend a lot of time and money to get people try to their products. As I have mentioned before, they are following the A-A-T-P-RP model. Giving away a sample addresses the Awareness, Attitude, and Trial parts of the model. So, how does Unilever get the samples of Degree in the hands of customers?

Unilever's Degree Sample Team

Yesterday I saw a team of three young women at the corner of Granville and Georgia in Vancouver handing out samples of Degree to passing women. I asked for a sample for my wife, and so I could write about it. We're they busy? This photo is a rare moment when they were not overrun by eager people seeking free samples.

Is just giving out samples enough? Well, if you look on the back of the sample, you will see that there is a coupon for 50 cents off a purchase of Degree.

"Cotton Fresh" Degree from Unilever, Front and Back

Women who pick up a sample not only get to try the product, but if they like it they can use the 50 cent off coupon on their first purchase. This addresses the P (Purchase) part of the A-A-T-P-RP model.

So, as a way to get women to try a product and become regular customers, this promotion seems to address all of the key points. For years my wife has been a loyal Ban customer. I wonder how she will like Degree, and if the free sample will change her loyalty.