FMCG

Lemon Max Liquid Free Sampling Drive — Karachi

Colgate-Palmolive

Client:Colgate-Palmolive

Year:2024

Duration:30+ days

Cities:Karachi

The Numbers

20,000

Households Sampled

20,000

Sample Packs Distributed

Karachi Areas Covered

20,000+

GoLive Data Points

QR digital entry

Lucky Draw Mechanic

SEC C & D, Housewives 22–35 yrs

Target Audience

The Brief

Colgate-Palmolive needed to drive trial of Lemon Max Dishwash Liquid and shift 20,000 Karachi households away from bar dishwash to liquid format — 10,000 households receiving a 125ml pouch and 10,000 receiving a 170ml bottle as a free sample.

The Insight

Bar dishwash users in SEC C & D households perceive liquid as an unaffordable premium. The conversion barrier is price perception, not product preference. A free trial at the doorstep — with a live demonstration of the 3× more dishes per drop claim — eliminates the barrier instantly and creates genuine purchase intent.

The Big Idea

“Put Lemon Max Liquid in 20,000 hands, free — with a live demo, a GoLive App pantry capture for competitive intelligence, and a QR-based lucky draw (juicers, blenders, chargeable fans) that turns every doorstep visit into a data point, a trial, and a reason to talk.”

The Execution

Brand Edge deployed DDS teams across 21 Karachi areas: Al Noor, Federal B. Area, Samnabad, Sharfabad, Garden East and West, Saddar, Bantwa Nagar, Nazimabad, Liaquatabad blocks 7–10, Goal Market, Papoosh Nagar, Khamoosh Colony, Liaquatabad-4, Malir 9C blocks 1 and 2, Shah Latif Town, Malir City, Gulshan-e-Hadeed, Shah Town, Saudabad, and Post Office area. BAs greeted housewives, captured pantry photos on the GoLive digital app, identified the household's current dishwash brand, and distributed free samples — 125ml pouch or 170ml bottle based on the target allocation for each area. Existing Lemon Max users received reinforcement messaging; bar users received the full trial conversion pitch with a live demonstration. All households were offered a lucky draw entry via QR scan, with prizes including juicers, blenders, and chargeable fans.

Campaign Gallery