Dopper
Six months on Dopper's brand marketing team, from B2B sales and market research to visual merchandising, a distributor toolkit, and a game I concepted and ran at a festival in Paris.
Measured
- 900+
The job
Dopper sells a refillable bottle. The argument for it barely changes from one room to the next and almost everything else does: a buyer wants volumes and margins, a distributor wants assets in a language their market reads, a shopper wants a shelf that makes sense, and a festival crowd wants something to do.
Six months on the brand marketing team meant working across several of those at once rather than going deep on one of them, which is the useful thing about an internship at a company this size and the reason the work below does not sit in a single discipline.
What I did
B2B sales and market research, on the commercial side of a brand most people meet as a consumer product. Visual merchandising for the limited editions, so the seasonal drops read as a range on the shelf rather than as a shelf of odd bottles. And the Distributor Toolkit, with localised materials, so partners in other markets could run the brand themselves instead of asking Haarlem for every asset.
Water Pong, at We Love Green
France was the market where the brand had to introduce itself rather than remind anyone, and the stand at We Love Green in Paris was there to do it. That makes the brief awareness, which is the vaguest thing a marketing team can be handed: it is real, it matters, and at the end of a weekend nobody can show you any of it.
A festival crowd makes that harder before it makes it easier. They are already on your side about refillable bottles, and agreement costs nothing: it is forgotten by the next act. What the stand needed was not approval. It was for people to leave something behind them.
So I concepted Dopper Water Pong and ran it on site for the run of the festival. Throwing at cups is a festival idiom people already know, so nothing had to be explained before it could be played, and the argument for refilling got made by the bottle in the visitor's hand rather than by someone with a clipboard. It also gave the stand a queue, and a queue is its own advertisement.
What changed
Over 900 people at We Love Green subscribed to the newsletter. An address you have permission to write to is worth more than a weekend of attention, because it is the part that still exists on Monday, and in a market where the brand was starting from close to nothing that is the difference between having been seen and being able to come back.
What happened to those addresses afterwards was not mine to measure, so there is no purchase figure here. I concepted the game and ran it, as an intern on a brand team. The stand was the team's and so is the number.
