Dollar General Selects Recess as Experiential Marketing Partner for DGMN

A leading ready-to-drink beverage brand turns a supply chain challenge into a high-impact consumer experience.

Every CPG brand faces it eventually: good product nearing its expiration date with no efficient path to market. Liquidation or disposal destroys brand value and writes off real dollars. A leading ready-to-drink tea brand saw a better path: with its zero sugar tea nearing the sell-by window, it partnered with Recess to turn that inventory into a targeted experiential sampling program, built to reach a new generation, spark trial, and drive retail impact instead of going to waste.

The right product in the right hands at the right moment

The brand wanted to deepen its connection with Gen Z, a generation that knows the name but hasn’t built the purchase habit of older consumers. Recess used its proprietary platform to pinpoint where this audience naturally gathers: university housing, coworking spaces, and fitness studios.

These were moments when consumers were already thinking about what to reach for next. A cold zero sugar tea, handed over after a workout, midway through a workday, or walking into their residence after class, wasn’t an interruption. It was exactly what they wanted.

“Loved getting this free sample to try and hope we are offered more of these! So refreshing after a workout and love that it is only 5 calories!” said one sampling participant

Coworking members grab a cold zero sugar tea to power through the workday.

Goals worth raising a glass to: engage a new generation, drive trial, and waste nothing

The brand set out to achieve four key objectives:

• Increase brand and product awareness among Gen Z consumers
• Drive trial of the zero sugar tea and convert short-dated inventory into brand-building impressions
• Gather actionable consumer insights through a designed survey study to inform future strategy
• Generate measurable sales lift and retail conversion

The campaign needed to move quickly, before the inventory window closed, without sacrificing targeting precision or measurement rigor.

A data-driven experiential campaign engineered for speed and precision

Recess activated its network of trusted partners to distribute nearly 49,000 drinks across multiple fitness and gym locations, coworking locations, and university housing locations, reaching almost 60,000 consumers through samples and on-site engagement.

Fitness-studio activations put the product in members’ hands right where they train.

Each environment created a mindset of wellness and discovery. Branded signage and partner relationships carried key messages efficiently, without the cost of full ambassador teams, while organic social posts and on-site displays drove more than 153,000 total impressions.

Alongside distribution, Recess ran a consumer insights survey measuring familiarity, satisfaction, and purchase intent, while a third-party test-versus-control study measured true retail impact using verified market-level sales data.

Campaign results by the numbers

Key performance highlights:

• $419K+ Incremental Sales
• $4.18 iROAS
• 5.31% Incremental Lift
• +36% Purchase Intent Lift
• +114% Purchase Intent Lift Among New Consumers

Real consumers, real reactions

Beyond the numbers, the feedback was enthusiastic. Participants praised the premium iced tea and low-calorie profile, with 61 percent agreeing it was refreshing. The product earned a 4.2 out of 5 average rating, and 24 percent said they wouldn’t have considered purchasing without a sample. Partners reported strong on-site excitement, with participants asking about other flavors. Trial of one product opened the door to the broader portfolio.

“So refreshing! Loved the flavor and want to try out the other options!” said one sampling participant

A low-calorie tea hits the spot mid-workout, the exact moment that drives trial.

Nothing wasted, everything gained

This campaign delivered on every objective:

• Awareness and engagement deepened with a new generation of consumers
• Trial accelerated, with 35 percent of sampled consumers new to the product
• Short-dated inventory became nearly 60,000 positive brand experiences instead of a write-off
• Retail sales grew measurably, supported by strong incremental lift and a $4.18 iROAS
• Survey insights unlocked a clear roadmap for flavor strategy and future activations

The program proved that expiring inventory is not a sunk cost; paired with a data-driven sampling strategy, it is an untapped media channel that drives trial, loyalty, and real retail growth.

Want to turn product into measurable retail growth?

Recess can help you reach your goals with turnkey, measurable, and scalable experiential media.