Be Chilled.
Be Chilled was an e-commerce project to deliver a Tennent’s Lager pre-order service exclusively for T in the Park campers. I developed this idea from conception to launch and continued to manage the project for five years.
Be Chilled was created to deliver a better quality Tennent’s product experience for campers at T in the Park. It offered the benefits of paying in advance, convenience of having less to carry to the campsite, and perfectly chilled cans to be collected throughout the weekend. This was Tennent’s first move into e-commerce, and I was responsible for driving commercial and brand success, owning the proposition, branding, marketing, customer service, and designing the e-commerce and onsite fulfilment experience.
Results:
By year two, Be Chilled was operating at full capacity, selling out 6000 cases
5000 customers (10% of the campsite population)
11% online sales conversion rate
Positive impact on product quality cues in the key 18-24 demographic - research found 82% said it communicated refreshment and 89% felt it communicated quality
Convenience and chilled benefits helped drive a premium price point at £25/case (24-pack can)
Delivered a positive brand experience, 90% of customers would use the service again and 90% would recommend to a friend
