HEADLINES THIS WEEK:
– BRITVIC TARGETS ADULT SOCIAL OCCASIONS
– NEW WALKERS ADVERT TO PROMOTE MIXUPS
– JACK’S LINKS TO SAMPLE AT LONDON MARATHON
– GINSTERS REVEALS FIRST-EVER SNACKING RANGE
BRITVIC RESPONDS TO CONSUMER TRENDS WITH ADULT PORTFOLIO
Britvic Soft Drinks has identified adult social occasions as an untapped opportunity in the soft drinks category.
Although consumers spend £27.5 billion on drinks when socialising in-outlet, only 15% of sales can be attributed to soft drinks.
As a result, Britvic has developed a number of innovative solutions, rolling out over the coming months, with a view to engaging consumers in the leisure channel with exciting alternatives to alcohol.
Designed to lead the category growth, Pepsi Max will be available in a new glass 330ml bottle for ‘with food’ occasions, as well as a 200ml alternative for mixing with spirits. The premium label design will be supported by a £15 million investment, focused on targeting millennials through its digital channels.
7Up and Lipton Ice Tea have also undergone a similar extension and will be offered in a heritage-style 330ml glass bottle. The latter will come in a Peach variant and will be launched next month.
Elsewhere, Ballygowan will be available in both 330ml and 750ml glass bottles, while Purdey’s will be relaunched this summer to enhance the brand’s status as a premium drink.
This follows the introduction of J₂O Spritz – a new lightly sparkled, premium range – and limited-edition J2O Garden Rose last month.
Tel: Britvic Soft Drinks (0845) 758 1781
GARY LINEKER RETURNS IN WALKERS MIXUPS ADVERT
PepsiCo has unveiled a new TV advertising campaign, fronted by Walkers brand ambassador Gary Lineker, to support the new Walkers MixUps range.
MixUps, which are available in shareable packs (rsp £1.99), include a mixture of Doritos, Monster Munch, Wotsits and French Fries, with two flavour options – ‘Cheese’ and ‘Spicy’.
MixUps Popcorn is available in Sweet & Salty and Sweet & Spicy flavours, while MixUps Crisps come in Cheese & Bacon and Cheese & Worcester Sauce flavoured packs.
The advert, which will be aired until 2 April, showcases the irresistibility of the new cheese MixUps Snacks and ends with the strapline: ‘All your favourites in one bag’.
Similarly, PepsiCo has invested £2 million in a new integrated campaign for Doritos. Comprising cinema, digital and shopper marketing activity, the new creative positions the brand as a snack for the bold and starts on ITV this Saturday (7 March).
Tel: PepsiCo (0118) 930 6666
JACK LINK’S TO DISTRIBUTE BEEF SNACK BARS AT LONDON MARATHON
Euro Food Brands has teamed up with the Virgin Money London Marathon 2015 to give Jack Link’s samples to 40,000 runners at this year’s race.
The high protein, Beef Snack bars of the brand, which has more than doubled its UK sales in the last 12 months, will be included in the goody bags for runners taking part in the 26.2-mile race on 26 April.
Victoria Hughes, brand manager at Euro Food Brands, said: “Our research shows that once consumers try Jack Link’s many will be converted into brand advocates and will continue to buy into the brand. The Virgin Money London Marathon 2015 is the perfect platform to reach and convert potential consumers on a mass scale.”
Tel: Euro Food Brands (01604) 821200
GINSTERS LAUNCHES NEW SNACK PACK RANGE
Ginsters, the UK’s number one savoury pastry and leading sandwich brand (IRI), has expanded its portfolio by introducing Ginsters Meat Club – its first-ever meat snacking range.
Available in BBQ Chicken and Tandoori Chicken variants, the 100% British chicken breast snacks come in cases of 12, containing either 60g grab bags or 55g skewers.
The grab bags retail at around £1.89, while the skewers have an rsp of £1.59. Both SKUs also feature a trial price of £1.59 and £1.29 respectively.
The launch is supported by an extensive six-figure marketing campaign, which is forecasted to reach 10 million consumers by the end of March.
This will run alongside shopper marketing initiatives and PoS and social media activity to help drive awareness and trial.
Tel: Ginsters (01579) 386200Published Date: March 6, 2015