christmas
RTD plays Santa in new campaign
WKD is giving customers the chance to win their dream present W
KD is set to play Santa this year with the launch of a new
Britvic’s White Blend range.
Britvic aims to lighten the load
BRITVIC has launched a winter campaign to drive sales of its J20 White Blend range in the on-trade.
The ‘lighten up’ campaign
revolves around a microsite containing a range of promotional material, including recipes that are complemented by White Blend and a chance for customers to win a trip to New York. To raise awareness in the trade, Britvic will offer deals through wholesalers which include free branded glassware and point of sale kits.
“As colder days and darker nights begin, we know that the lead up to the festive period can be quite hectic, balancing work, a social life and Christmas shopping,” said Ian Patefield, channel marketing manager, licensed, at Britvic. “We want the ‘lighten up’ campaign to lift the nation’s mood during this potentially stressful period and drive sales for the licensed trade.”
Liqueur looking for followers
HERBAL liqueur Josef Meier’s is looking to attract more followers before Christmas with the launch of a new website. The new site revolves around the legend of Bavarian ‘wur- zlegraber’ (herb grower) Josef Meier, and acts as a hub for social media sites Facebook, Twitter and Youtube. “We believe that the striking design and inclusion of sections such as ‘Josef Who?’ will help to build upon the unexpected theme of ‘Josefness’,” said brand owner Rob Preston of Cubic Brands.
28 - SLTN - November 11, 2010
promotion that gives licensees and the general public the opportunity to win anything that they like this Christmas. The ‘win whatever you ask for (but only if we like it)’ campaign is open to both licensees and consumers, and asks entrants to submit an interesting and original request for a Christmas present.
The entrant whose submission is deemed to be the best and the most in keeping with the WKD brand will get what they asked for, parent firm Beverage Brands has pledged. Consumers will be directed to WKD’s Facebook page, hosted by a character called Noel, while licensees will be asked to submit their idea on the WKD trade website,
www.wkd.co.uk/trade.
While it’s important to build sales for customers, we also want to reward stockists.
“While it’s important to build sales for on-trade customers via our consumer offers, we also want to reward stockists and encourage them to join in our ‘win whatever you ask for!’ campaign,” said Beverage Brands marketing director Debs Carter. “So, to build trade participation and acknowledge the important role pubs and bars play in the brand’s continued success in Scotland, we’ll also be seeking Christmas present requests from outlets. “Via a dedicated trade website area, managers and licensees can ask for their own, business-related, Christmas wishes.” And there’s no need for operators
to restrict the scope of their requests. Carter said the firm is “completely open to suggestions”.
“Pubs may want a new fridge, new loos, or even a new TV; we’re open to ideas,” she said.
“Just tell us what you want and, most importantly, why you deserve it.” The promotion will run alongside WKD’s mainstream brand advertising, which will continue throughout the festive season, and will include its own television ad, appearing on on-demand channels such as 4oD, ITV Player and Sky Player as well as on lifestyle
WKD hopes to put some fun into Christmas by putting pudding and turkey heads up for grabs. websites.
The brand will also be distributing WKD Christmas decoration kits to premises, which can be ordered either online, when entering the festive request promotion, or through the WKD point of sale hotline.
And, in a separate Christmas
promotion, WKD has created ‘traditional Christmas dinner for your head’ kits, which offer customers the chance to win festive turkey head or Christmas pudding hats as instant win prizes.
“Our ‘win whatever you ask for!’ campaign is guaranteed to give some trade participants a very happy Christmas indeed,” Carter added. “As well as this exciting promotion,
we’re also supporting stockists with free festive POS and offering a range of case deals across both WKD Core and WKD RTD, as well as bringing some
Our ‘win whatever you ask for!’ campaign is guaranteed to give trade participants a very happy Christmas.
fun to outlets by giving consumers the chance to win turkey head and Christmas pudding head hats. “It’s going to be a WKD Christmas this year and we’re really looking forward to receiving interesting present requests.”
WKD claims to represent 41% of RTD sales in the Scottish on-trade, with its three flavours, Blue, Red and Iron Brew, experiencing double-digit rate of sale growth. The brand also produces cider product WKD Core.
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