Case Studies (Wishbone Salad Dressing)

Background
Wish-Bone Salad Spritzers, a division of Unilever, launched in Q4 2006.
The product provides great taste with fewer calories because the dressing is sprayed instead of poured.

Program Detail
During the initial product launch, Wish-Bone ran a small media test with Life Time Fitness that proved successful. In Q1 2007, Wish-Bone increased its presence with a variety of Life Time Fitness Media platforms to introduce some new flavors and drive trial of the entire line. Media utilized included Experience Life advertising and advertorial as well as in-club television, signage and sampling.

Results
During a weekend sampling, more than 40,000 Life Time Fitness members tried four different Salad Spritzer flavors. Based on the advertising and sampling, more than 88 percent said that they would purchase Salad Spritzers.

Source: Questus Research April 2007