Toronto-based Coca-Cola Canada is hoping to win fans for its new Sprite Ice flavour by enticing consumers to sample the beverage at high-traffic events this summer.

Decked out in shockingly bright blue tees and shorts, teams will hit skate parks, beaches and concerts in major cities across Canada this summer (including Vancouver, Toronto, Montreal, Calgary, Winnipeg and Halifax), where they will hand out stubby mini-cans produced specifically for the promo.

The whole point is to build awareness for the brand, which was introduced in May, and to get the target demo to take a swig and hopefully get hooked. (The beverage tastes like regular Sprite, mixed with a ‘hint of mint.’)

Sampling is a tactic often used by Coca-Cola, but when it comes to a distinct entry like Sprite Ice, it is even more important, says David Vivenes, group brand manager for Coke, and recently brand manager for Sprite. ‘We think sampling is a very powerful vehicle to generate trial. The more unique the taste, the bigger the opportunity.’

Reps will get from point A to point B in sleek, silver Nissan Xterras, adorned with images of giant Sprite Ice bottles. The vehicles will pump out soul and hip hop music – genres that are meant to resonate with the audience in question.

‘We’re going to try to live, speak and breathe the 12- to 24-year-old target, by hanging with them and giving them an opportunity to try Sprite Ice,’ says Brent Nichols, co-founder of Vancouver-based Inventa Promotions, which set up the program. He adds that 300,000 samples will be passed out in total. ‘We’re hoping to achieve consumer exposure of just over one million through being at the biggest events.’ Venues on the circuit include Vancouver’s Playland, the Calgary Stampede and the St.Jean Baptiste Parade in Montreal.

The team will also encourage interaction via contests that ‘centre on the ice theme and the ‘obey your thirst’ positioning,’ explains Nichols. ‘Imagine the use of ice in creative ways. [The goal will be] to get consumers experiencing the brand and having fun with Sprite Ice, as well as with ice itself.’ Participants get free Sprite Ice-branded stuff, like tees, if they win.

Despite all the fun and games, Nichols stresses that the real focus is the beverage itself, not winning prizes. Thus, a major objective will be to ensure that Sprite Ice is always chilled for 30 minutes, which makes it the perfect temperature for consumption. There will also be efforts to serve the soda in ‘unique ways.’ For instance, consumers will be able to pour themselves a cup from channels carved into a giant block of ice.

‘We always try to make sure that our sampling programs are consistent with brand position overall,’ adds Vivenes, ‘and that includes how [the drink] is being served, the look and feel of the team, and the venues where it’s being sampled. We strive to make sure it all fits.’