Globus

Challenge:

Globus is a brand of canned goods (corn and green peas) that is hitting the shelves of major retail chains in Tajikistan. Despite its availability, the brand remained little known to the general consumer: people passed by the shelves, unaware of the product's taste and quality.

Our goal was to increase brand awareness at points of sale, give consumers the opportunity to try the product "here and now," and generate purchase intent. The activation was to target key retail locations in Dushanbe during the peak season—the New Year holidays and salad demand.

Insight/Strategy:

Canned goods are a category where purchasing decisions are often made on the shelf. Shoppers choose what they're used to or what they're recommended. To add a new brand to their cart, it's not enough to just see it—they have to try it.

That's why we chose an in-store tasting format with trained promotional staff. The logic is simple: taste sells better than any packaging. One effective "tried it and liked it" contact converts into a purchase far more effectively than ten visual impressions.

The campaign was launched in 7 key retail outlets in Dushanbe - where Globus already has distribution and where traffic is concentrated during the pre-New Year period: Relax, Diyor, Evar, Bi1, Zarafshon City, Siyariyon.

Activation:

The campaign ran in four waves of weekends from December 12, 2025, to January 4, 2026, the peak of pre-New Year demand for salad ingredients.

01 · Preparation

We developed a design for branded uniforms for promotional staff
We sewed uniforms for 7 promoters - aprons and caps
We purchased consumables: disposable tableware, gloves, hygiene products, and trash cans.
We agreed on work schedules with each retail outlet

02 · Field work

Geography: 7 retail outlets: Relax (Giprozem and Ayni 48), Diyor (Trade Unions), Evar (Firdavsi 8), Bi1 (Dushanbe Mall), Zarafshon City, Siyariyon.

Duration: 12 working days, 468 hours of promotional staff work.

Team: 7 promoters in branded uniforms.

Promoters worked in the tasting area, offering samples of Globus corn and peas, explaining the product, answering customer questions, and collecting feedback. They also maintained order and sanitary standards in the activation area.

03 · Analytics and reporting

Following the campaign, we prepared a detailed post-campaign report broken down by retail outlet: inventory write-offs, actual consumption, inventory balances, number of effective contacts, and consumer feedback for two SKUs.

Result:

8 720 unique tasting portions / effective contacts
7 retail outlets in Dushanbe
12 days of activation during the New Year demand period
468 promotional staff working hours
336 blocks of products written off for tasting

Leaders in attendance

«Relax (Aini 48) — 1,620 contacts
«Zarafshon City — 1,565 contacts
«"B1" (Dushanbe Mall) - 1,480 contacts

What we did:

Strategy and planning for a tasting campaign in 7 retail outlets
Design and production of branded uniforms for 7 promoters
Procurement and logistics of all consumables
Selection, training and support of the promotional team
Coordination of work with retail outlets - 12 days, 468 hours
Collecting and analyzing customer feedback
Post-campaign report with analytics on write-offs, balances, and contact coverage