Thank you CK.Tan@ogilvy.com for reminding me of this one.
TUMS, the anti-acid tablets, is known in Mexico for its fast action. To enhance the perception of that proposition they developed another unusual sampling programme. In this case, the enemy was fast food, in particular the pizza delivery guys. Assuming that those who ordered delivery would need the relief from TUMS rather soon, a special team of promoters in scooters ambushed the pizza delivery boys, following them to wherever their destination and offering a free sample of TUMS right there with the hot pizza.
Brownie points for not having to pay a premium for pretty promoters and for the ultra targeted sampling at the moment of truth.
Regional Executive Creative Director, Geometry Global Asia Pacific