TL;DR: Backup delivered an end-to-end sampling campaign for Nescafé’s Iced Coffee launch, activating in 17 prime locations nationwide over four weeks. Managing everything from creative concept to stand build, ambassador training, logistics, and social amplification, we connected with thousands of consumers in the right places at the right time, resulting in 22,000 samples shared and a huge wave of awareness for the brand’s latest product launch.