christmas Coke dusts down Des for Xmas The campaign will run in 80,000 outlets.
COCA-Cola is preparing to embark on its annual designated driver campaign, which will roll out across the on-trade throughout December. The campaign, a joint venture between Coca-Cola Great Britain and bottling and distribution business Coca-Cola Enterprises (CCE), will be run in over 80,000 pubs, bars and clubs throughout the UK.
It will see designated drivers offered ‘buy one, get one free’ on both Coke and Diet Coke in licensed premises. The campaign is run in conjunction with the Department for Transport’s Driver Friendly campaign down south. Colm O’Dwyer, sales and customer development director for the out of home channel at CCE, said the campaign has been a success in the
Crabbie’s turns the telly ginger
Halewood brand supports Christmas programmes across ITV channels D
RINKS fi rm Halewood International is banking on ITV drawing a big audience share for its Christmas output in the coming weeks. The company’s Crabbie’s Alcoholic Ginger Beer is sponsoring all of the channel’s Christmas programming throughout December, a deal that will see sponsorship idents appearing on ITV1, ITV2 and STV. Al Cross, marketing controller of the Crabbie’s portfolio, described the deal as a “fantastic fi t” for the brand. “The programmes included in the Christmas package are a great platform for Crabbie’s Alcoholic Ginger Beer to engage with its target market and drive awareness of the brand,” Al said. The deal is part of a wider festive push for Crabbie’s which also includes a heavyweight television advertising campaign.
The campaign, which kicked off earlier this month and runs until December 11, sees 20-second ads appearing in prime-time slots on several different channels and around shows such as I’m a Celebrity Get Me Out of Here, Coronation Street, Emmerdale, Grand Designs and The Secret Millionaire.
The ads, featuring the George and Camilla characters, will promote Crabbie’s Alcoholic Ginger Beer as well as the recently-launched Crabbie’s Spiced Orange. Halewood International said it expects the campaign to drive sales of Crabbie’s products in both the on and off-trades.
The ads will be supported by social media activity, including a ‘countdown to Christmas’ campaign.
The established ‘George and Camilla’ characters will feature heavily on TV over Christmas.
Cross said that with the brand’s “biggest ever Christmas campaign” breaking, the impact made by new variant Spiced Orange, and the new sponsorship deal with ITV, it is an “exciting” period for Crabbie’s. “Crabbie’s will air during prime time slots across multiple channels every day until the New Year,” he said. “Our feedback from previous high density TV campaigns has revealed massive uplifts in sales and so we really are urging customers to stock up for Christmas to avoid missing out on the continued demand for Crabbie’s Alcoholic Ginger Beer.“ Crabbie’s Spiced Orange launched in 500ml format last month and has been supported by sampling activity across
Halewood expects the campaign to drive sales of Crabbie’s in the on and off-trades this Christmas.
the UK. Halewood is planning to launch a
four-pack of 330ml bottles in February 2012.
Its introduction followed the launch of Crabbie’s Black in the summer. Crabbie’s Black, a stronger, 6% ABV version of Crabbie’s Alcoholic Ginger Beer, is oak aged for a stronger and more complex fl avour.
past “because it works on so many levels”.
“It makes the most of increased footfall over Christmas; it’s highly relevant and well-timed; it’s simple for staff to implement and for customers to understand,” he said.
Licensees can contact their local CCE rep for a designated driver point of sale kit.
Fentimans has introduced a soft cocktail range.
Adding some excitement to soft drinks
FENTIMANS, the soft drinks brand, is looking to spice up the festive season for non-drinkers with the introduction of a new ‘soft cocktail’ menu for the on-trade. The list includes Dandelion Dream, which mixes Fentimans Dandelion & Burdock with apple juice, fresh lime juice and two teaspoons of clear honey, and the Smooth Jigger, which combines two Fentimans drinks, Smooth Organic Lemonade and Mandarin & Seville Orange Jigger. Fentimans’ managing director and master brewer, Eldon Robson, said the company aims to make soft drinks more exciting for designated drivers, pregnant women or those who simply don’t drink alcohol. “It is well known that in recent years soft drinks have become the second largest drinks category in the on-trade, overtaking spirits,” said Eldon. “We supply botanically brewed, 100% natural adult soft drinks, in a sophisticated and intriguing range of fl avours, which means that customers can be offered a choice. “As establishments are increasingly focusing on improving their food offering, the appeal of Fentimans is evident in both gastropubs and restaurants, where consumers want a premium drink to accompany their meal – and perhaps a soft cocktail to begin with.”
November 24, 2011 - SLTN - 29
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