FairPrice turns product sampling into a shouting contest

FairPrice Group is turning a simple product sampling exercise into a supermarket spectacle, inviting shoppers to shout "COCOOONUTTTTT" for as long as they can in a bid to win its new FairPrice Coconut White Coffee.

Held across selected FairPrice Xtra outlets, the in-store activation marks the first campaign of its kind for the retailer and is tied to the launch of its new FairPrice Coconut white coffee.

Speaking to MARKETING-INTERACTIVE, a FairPrice Group spokesperson said the "COCOOONUTTTTT" challenge was designed to transform traditional supermarket sampling into a more engaging brand experience.

Don't miss: How FairPrice is driving Singapore's first retailer-supplier AV route

"The 'COCOOONUTTTTT' challenge was created to be a fun and engaging in-store experience that encouraged customers to try our new FairPrice coconut white coffee. It is the first activation of its kind in FairPrice stores," the spokesperson said.

They added, "The intent behind the activation is to transform traditional product sampling in the supermarket into a moment of surprise, excitement, and curiosity for shoppers."

According to the spokesperson, the activation is currently tied specifically to the launch of FairPrice coconut white coffee rather than a broader campaign promoting the retailer's coconut product range.

The retailer said the unconventional mechanic reflects its wider approach to its "Own brands" portfolio, where it continues to look for new ways to engage shoppers while keeping everyday products affordable.

"Through our Own brands range of products, we are constantly exploring innovative ways to delight and excite our customers, while keeping daily essentials accessible and affordable. We wanted to mirror this approach through the activation, providing customers with a fun and memorable way to try out our new product," the spokesperson said.

Beyond driving product trials, FairPrice Group said it has also seen the challenge foster interaction among shoppers.

"Thus far, we've observed how the challenge is helping to create a sense of community in the store. Many shoppers have brought their friends and family to join in on the fun and compete with each other," the spokesperson added.

Following the positive response, the retailer said it will continue exploring new activation ideas across its customer touchpoints to make grocery shopping more engaging, although it did not confirm whether the "COCOOONUTTTTT" challenge itself will return.

Alongside the activation, FairPrice Group is also running a launch promotion for the new coconut white coffee, with the product retailing at SG$4.95, down from its usual price of SG$6.60, until 29 July this year.

The latest activation comes as FairPrice Group continues to experiment with new ways to enhance the shopping experience, both in-store and through technology. Earlier this year, the retailer unveiled plans to roll out a suite of AI-powered retail solutions across its supermarket network by the end of 2026 in partnership with Google Cloud.

The initiative includes smart shopping carts, digital price cards, a hybrid physical-digital "ShopBeyond" format and "Grocer genie", an AI-powered app for store staff. The rollout builds on FairPrice's "Store of tomorrow" programme, with smart carts set to expand to 48 FairPrice Xtra and Finest outlets by end-2026 after reducing checkout times to an average of 36 seconds at its Punggol Coast Mall pilot store.

Related articles:    
FairPrice Group names new head of retail media network  
FairPrice celebrates small everyday moments that make CNY shine  
NTUC Fairprice Group calls for pitch