Frestea partnered with Grivy to execute a WhatsApp-led retail activation that linked carton purchases directly to rewards, replacing manual trade incentives with a digital validation system. Through a Peel & Win mechanic, retailers validated carton-level purchases to unlock instant and premium rewards—giving them a clear reason to prioritize shelf placement and restocking, while motivating wholesalers to actively promote Frestea cartons. Using WhatsApp as the primary interaction channel removed operational friction and enabled easy participation. Pack-level validation ensured rewards were tied only to legitimate purchases, while automation delivered control, visibility, and first-party retailer data—transforming a traditional trade promotion into a measurable and repeatable activation that connected stock-in behavior to sell-out performance.
Retail activations are critical to securing shelf presence, yet many trade programs struggle with limited visibility, manual execution, and reward leakage. Frestea faced the challenge of motivating retailers to continuously restock and prioritize shelf space, while also giving wholesalers a clear reason to actively support distribution. The brand needed a simple, scalable activation that aligned trade incentives with real purchasing behavior—without adding operational complexity at the store level or sacrificing control.
Driving Distribution While Stimulating Consumer Demand
The objective was to execute a retailer region-activation that encouraged retailers to push volume and prioritize shelf placement, and consumers to purchase. By linking carton purchases to a WhatsApp-based Peel & Win experience, Frestea aimed to create a balanced push-and-pull mechanism that supported distribution goals while delivering measurable consumer participation.
A WhatsApp-Led Retailer Activation Engine
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Activated regional retailer participation with controlled rewards at scale, delivering >200% sales growth
Frestea successfully activated regional retail participation while maintaining rigorous control over high-value reward distribution. The activation successfully translated trade participation into sustained commercial impact by linking rewards exclusively to legitimate carton purchases. By giving retailers a clear incentive to restock and prioritize Frestea on shelf, the program delivered >200% sales growth, driven by repeat pack purchases as retailers increased stock levels to unlock higher-tier rewards. This growth reflected consistent re-engagement throughout the activation, demonstrating that the Peel & Win mechanic effectively converted trade incentives into measurable sell-out performance. Through this retailer activation, Frestea achieved five core operational objectives:
Beyond immediate results, the WhatsApp-led validation system established a repeatable retail activation model that balanced growth with control. By digitizing trade incentives and tying them directly to purchase behavior, Frestea strengthened shelf presence, encouraged sustained stock-in, and built a scalable foundation for future retailer activations focused on long-term sell-out performance.
