Sampling alone wouldn’t build loyalty among young adults. We needed to show the brand as part of their lives.We generated presence at the beach club by placing branded giant beach-cushions and erecting a unique Golf ice-cream stand.‘Golf Summer Hits’ was then broadcast daily including regular ice-cream giveaways to demonstrate the range of ice-creams available. The show was fully branded with specially designed idents, and the association with summer music built a powerful emotional link to the brand.

The beach sponsorship cost US$25,000 reaching 114,276 visitors who bought US$10,000 of Golf ice-cream. Number 1 broadcast 196 hours of ‘Golf Summer Hits’ for free. In 2004 Golf increased its young adults market share 7.3% to 20.9% and now leads within this segment. ‘Summer Hits’ will be back for 2005.