How to turn a simple tasting into go to market success

Imagine you sit in student cafeteria and someone comes to your table with a new drink. You taste it, maybe you like it, maybe you even buy it later. For brand it can be the first real step to market. But to make this happen you need to know where people are and how to connect with them.

In 2020 we worked with Paulig and wanted to reach young adults, 18–25 years old. Normal store tasting was not enough. We created a campus tour from Helsinki all the way to Rovaniemi.

Right place at the right time

We went to campuses because that is where students spend time. Promotion happened directly in lunch cafeterias. Students could try all three flavours at their own table.

Small surprises make a big impact

Samples were served from special containers inspired by brewery world. Students were curious and talked about it. Under some chairs we had hidden branded bags, and students who posted on social media got Paulig overall badges. These small things made people remember the campaign.

Offline and online together

Before tour started we ran social media ads targeted to right postcodes and schools. Promoters also shared content, and Paulig used the best posts on their own channels. This way campaign lived both in real life and online.

What we learned

The tour gave Paulig real insight about student taste and at the same time created awareness. It was not just free samples. It became a talking point among students.

Why it matters for market entry

This is how go to market looks in Finland. It is not only about getting product on shelf. It is about creating brand encounters, collecting insights and building trust. When you know your audience and localize your approach, you can turn a simple tasting into real market entry.

At OFRD we help brands do exactly this. We design the concept, find the right locations, take care of logistics and staff, and make sure campaign connects culturally with Finnish consumers. You get more than exposure, you get real results.

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