Sampling at the sports ground, where the need is immediate
An electrolyte drink is easiest to explain to someone who is already dehydrated. The activation set branded canopies at cricket grounds and academies and put the product directly into the hands of players and coaching staff between sessions, with the level up your game line on the canopy above the table. Trial happened at the moment of need rather than at a mall counter, and the team photographs came out of the same session.
Sampling in the condition the product solves converts far better than sampling in traffic, because the benefit is felt within the same hour. The activation also produced photography of real teams using it, which then works as content the brand can run.
Execution photography from the campaign, captured site by site as each placement went live.