A door-drop campaign by agency The Big Kick, targeting customers of rival product Actimel, begins this month. Half a million consumers will receive a coupon for a Vitality drink six-pack.
An eight-week sampling campaign at supermarkets and in city centres nationwide will run until the end of the month and distribute coupons. An on-pack flash will drive consumers to the website where they can learn more about the range's healthy properties and download a half-price Vitality drinks coupon.
Mintel reported that the yogurt, fromage frais and drinking yogurt market grew by three per cent in 2007 to an estimated £1.4 billion. Muller Vitality was said to have a 14 per cent share of the yogurt drinks market and a two per cent share of the yogurt market that year.