Office sampling and guerrilla activation in Zurich
The iconic Be-Kind nut mascot surprises offices, gyms and coworking spaces across Zurich, unannounced and unforgettable. Thousands of direct contacts through guerrilla office sampling.
Mars wanted Be-Kind placed exactly where its audience spends its days: in offices, gyms and coworking spaces. No stand, no point of sale, but directly in the living environment of consumers.
How we made it happen.
Nut Drop concept
The Be-Kind nut mascot and trained promoters step into offices, studios and coworking spaces unannounced. Surprise is part of the strategy.
Office-to-office routing
Planned daily routes through Zurich's office districts, coworking hubs and gyms. Every route mapped, every location contacted in advance.
Mascot as brand moment
The life-size nut costume generates laughs, photos and social media moments. No promotional pressure, just genuine interaction. People film of their own accord.
Sampling with storytelling
Promoters with branded trays hand out Be-Kind bars and share the brand story. Tasting, not preaching.
“When a giant nut walks into your office, you do not put your phone away. You film.”
Thousands of direct contacts in offices and gyms, hundreds of organic social posts and a format that Mars scaled nationwide in 2025. Office sampling as a new channel: proven.
From the field.
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