Lindt Choco Wafer

The Brief

Lindt wanted to reach consumers aged 25+ across Dublin, Cork and Galway with a social sampling moment that encouraged people to pause and enjoy the product alongside coffee. The campaign aimed to educate consumers about the two available formats, while gathering feedback on taste, occasion eating and overall product awareness.

The Solution

TWP utilised its office network, segmenting for locations with a higher density of consumers aged 25+. Samples were distributed at desks and by coffee machines in communal kitchen areas, putting the product directly into existing daily routines. Marketing communications were built around coffee moments, encouraging consumers to associate the product with habits they already had.

The Results

66% of consumers were not aware of the product before trying it, underlining the campaign's role in driving genuine discovery

61% said they would definitely consider purchasing the product in future

75% rated their likelihood to recommend the product to a friend at 9 to 10 out of 10, on a scale from very unlikely to very likely

Feedback was consistently positive, with consumers describing the product as a natural alternative to a biscuit alongside tea, and praising the portion size for feeling indulgent without the guilt. A recurring theme was interest in seeing the product extended into a white chocolate variant.

Overall, the product was seen as a premium, light indulgent chocolate that pairs well with tea or coffee. The clearest opportunities lie in improving availability and expanding into new flavour and format options, an area consumers themselves flagged directly.

The campaign reached across more than 9,000 completed questionnaires and engaged over 70 companies.