Product news summary 17th August 2015

HEADLINES THIS WEEK:

– JTI TO PROMOTE E-LITES CURV WITH NEW TV ADVERT
– BOOST DRINKS TO UNDERTAKE LARGEST-EVER SAMPLING CAMPAIGN
– RIBENA UNDERGOES REPOSITIONING AS PART OF NEW £6 MILLION MARKETING INVESTMENT
– SOL CHAMPIONS ‘LOCAL INDEPENDENT HEROES’ WITH ON-PACK GIVEAWAY
– BARNY HITS TV SCREENS

NEW E-LITES CURV RECEIVES PROMOTIONAL PUSH

E-Lites, the UK’s most popular e-cigarette brand, is returning to TV screens nationwide this month, in a bid to promote new E-Lites Curv.

Launching today, the TV campaign will break with a primetime 60-second slot across approximately 25 channels, including ITV, Channel 4 and Sky, reaching an estimated 90 million post-watershed impressions.

Following the initial launch, the creative will continue with 20 second and 30 second cuts over the next four weeks. The advert will also feature on Video on Demand to ensure maximum reach.

Jeremy Blackburn, head of Communications at JTI, the company behind E-Lites, comments: “The e-cigarette category continues to evolve and it is important that consumers are aware of the choices available to them and now is the ideal time to launch our ATL campaign.

“E-Lites Curv is an e-cigarette that answers the consumer demand for quality and reassurance. After launching in convenience stores, online and in selected supermarkets and forecourts last month, the new ATL campaign will drive awareness for E-Lites Curv.”

The marketing investment will also include a six-week media partnership with the Metro newspaper, plus national advertising and social media activity.

Tel: JTI (01932) 372000

BOOST DRINKS TARGETS FRESHERS WEEK

Boost Drinks will embark on its biggest-ever sampling campaign in September.

In a category exclusive deal, Boost has partnered with helloU, which will distribute welcome packs to Freshers at over 120 universities across the UK.

As part of the collaboration, which is supplemented by social media activity, over 290,000 students will receive a gift box with a bespoke 250ml can of Original Boost inside.

The can will also feature an exclusive competition on-pack, giving consumers the chance to win £500 cash, plus free Boost drinks.

Boost sales director, Al Gunn, said: “Retailers in the catchment area for all universities should really see the benefit of our marketing activity this autumn.

“We have also secured distribution for Boost with the NUS so there are going to be many more young people wanting Boost from September onwards!”

Tel: Boost Drinks 0113-240 3666

MULTI-MILLION POUND INVESTMENT FOR RIBENA

Lucozade Ribena Suntory has invested £6 million in launching a new marketing campaign for Ribena, Britain’s number one drink now juice drink (Nielsen).

The activity, which carries the strapline line: “You can’t get any more Ribenary”, is spearheaded by a new TV creative, which shifts focus from Ribena squash to the wide-range of flavours in its ready-to-drink portfolio.

The creative also moves away from solely targeting parents with health messages, and into a more visually intense ‘taste’ territory, primarily aimed at a pre-family audience of young adults.

Concluding at the end of September, the commercial is supported by outdoor posters, bus advertising, experiential crazy golf sampling and in-store activations.

There will also be weekly competitions, hosted on Facebook, to encourage interaction with a younger target audience.

Tel: Lucozade Ribena Suntory 020-3727 2420

HEINEKEN INVESTS BIG IN SOL BEER

Heineken has launched a new on-pack promotion to spearhead the release of a multi-million pound national campaign for Sol beer.

The through-the-line campaign, which features the hashtag: IndependentsDay, sees Sol partner with ‘Local Heroes’ throughout the UK, who have started their own independent business based on their passions.

“The ‘Local Heroes’ campaign has been developed to reflect Sol’s core brand principles of authenticity and independence,” says Craig Clarkson, category & trade marketing director at Heineken.

The promotion, the first of its kind for Sol, will be publicised on four and 12 packs and will be supported by digital films and print partnerships.

Consumers will also have the chance to win exclusive one-off prizes, handcrafted by four ‘Local Heroes’. The free prize draw competition includes gifts such as bespoke furniture, hand-made bikes and unique outdoor bags.

Tel: Heineken 0131-528 1000

BARNY GETS ADVENTUROUS WITH TV ADVERT

Mondelez International has unveiled a new TV advertising campaign for Barny.

The 20-second advert, running until the end of August, builds on the idea of ‘small discoveries’, and aims at providing mums with information on the product specifics and ingredients, whilst taking children on a fantastical adventure in an imaginary world.

The campaign will be supported by a total media spend of £1.24 million, accompanied by extensive product sampling of over 450,000 Barny SKUs at festivals and shopping centres across the UK.

The bear-shaped sponge snack is the number two brand in the children’s biscuit segment and with 8.7% penetration (Nielsen), Barny sits within the top 5% of all new biscuit launches over the past four years (Mintel).

Worth £12.1 million, Barny is also the only brand within the children’s biscuit sector to show double-digit growth, currently at 33.6% (Nielsen).

Tel: Mondelez International (08702) 400861