NEW YORK – The LifeSavers division of Nabisco Foods Group will support the national rollout of Gummi Savers candy with a 60-mall, 18-market sampling blitz – its biggest ever. The sampling extravaganza comes after a successful test rollout last spring which included sampling at 20 malls in the Denver, San Diego, San Francisco and Los Angeles markets. While sampling is more costly than traditional advertising, food and non-food categories are increasing the use of sampling in the marketing mix, both as a clutter buster and a way to create a non-threatening environment to market products.
Copyright Adweek L.P. (1993)
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