Launching A New Product In 2025.

If you’re launching a new product in 2025, use this blog post as a useful article on how and why sampling should be your first move.

Launching a new product in 2025? Why sampling should be your first move.

A successful product launch isn’t just about noise and a strategy-less distribution of free samples. It’s about trial. Here’s why product sampling is one of the smartest, fastest and most cost effective ways to create traction and visibility for your brand or product in 2025 and beyond.

Why sampling belongs at the heart of your product launch.

Before you go spending a small fortune on media, OOH and PR, ask yourself one question about your new product: will anyone actually try it? That’s where sampling a new product comes in. Putting real products in real hands, in real time.

In a consumer marketplace where “…91% of shoppers say they’re more likely to but after trial…” (Sampling Effectiveness Survey, 2024), sampling should be one of your strongest and most effective early stage strategies and tactics.

The science behind sampling.

Product sampling works because it:

• builds immediate sensory trust through taste, touch and smell
• this is especially true for food, drink, wellness and beauty products
• reduces trial risk for shoppers (no need to purchase and predict if they’ll like it)
• generates rapid word of mouth
• creates early social proof of a positive product or reaction

According to Event Marketer, FMCG brands that include sampling in their launch plans typically see “…an average uplift of 30-50% in product trial rates compared to those using distal media alone…”. We’ve talked about digital media VS. sampling before and sampling still comes out on top. Most likely for the simple reason you can’t physically taste a product sample online!

When should you sample during a product launch?

If you’re launching a new product in 2025, sampling should sit upstream, not as an afterthought. Sampling is often overlooked – maybe the term is too simple or uncomplicated – but it should not be underestimated as a first base introduction to consumers. Here’s why:

Pre-launch:

• exclusive sneak previews for PR, press, influencers and loyal or regular customers of the brand
• generate buzz and FOMO

Launch week:

• mass trial in keys locations
• these include shopping centres, high streets, train and tube stations

Post-launch:

• ongoing sampling to support sell-through in retail or online
• don’t lose the momentum: stay at the forefront of consumers minds

Best product launch sampling formats.

Experiential sampling roadshows:

• great for building buzz and anticipation
• nationwide exposure and visibility
• opportunity to showcase product in a  unique way

Office sampling drops:

• targeted and efficient
• captive market
• city specific

Retail sampling:

• encourages same day purchase
• retail context and environment is spot on
• ability to collaborate with in-store offers

Direct to consumer sampling:

• perfect for brands building audiences
• create a brand story for retailers
• instant trial and approval

Real product launch success story.

How we helped a peanut butter brand go mainstream.

Pip & Nut peanut butter approached us to create a nationwide roadshow. The purpose of the sampling tour was to drive trial, taste and generate future purchase. The results were fantastic:

• 32,400 samples
• 27,000+ consumer interactions
• 18,500+ quality consumer engagements
• strategic targeted sampling near Tesco stores
• taste testing nut butters
• experiential-style delivery
• branded ice cream van & roaming sampling
• focusing on the South & South East city centres
• London/ Reading/ Bournemouth/ Brighton
• 5x live activation days
• 9am – 6pm
• 6x sampling BA’s (roaming)
• 4x sampling BA’s (brand experience) taste testing
• sampling dual packs and full-size products
• 5x branded sampling units

Final thoughts on product launch.

We’re experts in product launch sampling. We know how, when and where to do it. Sometimes an underrated format, we know that sampling works. So we’d say skip the vanity metrics and start with product trial. If consumers love the product, the sales and the stories will follow naturally. Sampling is your shortcut to trust and traction.