The Challenge

New markets bring new variables. Tasting events are common, but they rarely provide any insight into who actually converts. Purchase uplift is difficult to quantify. Brands often rely on anecdotal feedback or retailer-provided sales summaries.

Naked Life had three clear goals.
· Drive trial and encourage first-time purchasers during tasting events.
· Use on-pack instant wins to strengthen the tasting-to-purchase pathway.
· Build an identifiable base of engaged consumers who could be nurtured long after the tasting ended.

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Instant Wins That Convert

Turning Tastings into Measurable Purchase Behaviour
During the activation period, Naked Life and Orijin Plus ran in-store tastings at CS Fresh, part of the Cold Storage retail group in Singapore. Alongside the tastings, the brand activated an on-pack instant win promotion offering $10 or $20 store credit, with a 1 in 4 chance of winning. A standard four-pack retaild for $20, making the reward highly compelling.

To measure the impact, To measure the impact, Orijin Plus conducted a controlled experiment in partnership with Naked Life.
· 100 consumers tasted the product and were informed about the instant win.
· 100 consumers tasted the product without being told about the instant win.

The results were clear.
· 45 percent of those informed of the instant win purchased the product.
· Only 12 percent purchased when not informed.100 consumers tasted the product without being told about the instant win.

This represented nearly a 4 times higher tasting-to-purchase conversion when the instant win vas included in the interaction. It demonstrated that pairing tastings with connected packaging incentives significantly increased ROl and accelerated trial.

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Identifying Buyers

Understanding Who Purchased and Why It Matters
Traditional tastings create a lift in sales, but brands often never know who converted. With Orijin Plus, every instant win entry created a verified user profile. This meant Naked Life could not only drive sales during tastings, but also identify which consumers purchased because of the tasting activation.

This moved the tasting programme from a generic awareness activity into a data-backed acquisition channel. For the first time, Naked Life could see actual buyers, understand which tasting events performed strongest and begin nurturing customers after their first purchase.

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Market Engagement

Building Connection at Scale

In addition to instant wins, Naked Life activated the Orijin Plus loyalty rewards feature. Consumers who scanned packs could accumulate points, track rewards and stay engaged with the brand after the initial tasting.

During the broader Singapore campaign period, Naked Life achieved a 15 percent scan rate, demonstrating strong consumer interest in engaging with the brand via connected packaging. This provided a measurable foundation of identifiable consumers in a market where Naked Life had no prior presence.

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Results

· 45 percent taste-to-purchase rate when consumers were notified of the instant win.
· 12 percent taste-to-purchase rate without notification.
· Nearly a 4 times improvement in trial conversion.
· Verified buyer identification through instant win claims.45 percent taste-to-purchase rate when consumers were notified of the instant win.
· 15 percent scan rate across the campaign.
· A new direct consumer connection in a market where the brand had no prior presence.

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Conclusion

Driving Trial, Engagement and Market Entry Through Connected Packaging

Naked Life entered Singapore with a clear strategy. Drive trial. Convert that trial into purchase. And build a consumer base that could support the brand long after initial activations. Orijin Plus provided the tools to do exactly that.

Instant wins accelerated conversion. Scan engagement built connection. Buyer identification transformed tastings into measurable acquisition. And Naked Life now has a connected audience in Singapore that continues to grow.