The campaign, carried out by experiential agency RPM, will consist of online and high-street sampling to target the fruit sweet’s core market of 12-19-year olds over an eight-week period.
Maoam, owned by Haribo, plans to give away 600,000 samples of the fruit chews at carefully targeted locations across London, Leicester, Nottingham, Bristol, Cardiff, Glasgow, Edinburgh, Manchester, Leeds, Sheffield, York, Norwich and Peterborough.
The online element of the promotion hopes to boost traffic to the Maoam site and help the brand gather data about its consumers with an online competition. Visitors are invited to answer a questionnaire and rate the product, for the chance to win a Nike ID shopping experience for two or one of 100 Maoam goody bags.
ChewTwo flavours include; apple and strawberry, blackcurrant and lemon and orange and lime.