Challenge
Announce the launch of Funkin’s new range of Nitro Cocktails to UK Consumer media, positioning the brand as a market leader in RTD innovation, communicating the USPs and points of differentiation of the offering, and driving sales at key retail partners, including Sainsbury’s and ASDA, to support the brand’s distribution strategy.
Solution
Articulating a selling point The campaign needed to effectively articulate a compelling reason for consumers to purchase the products over other offerings in the competitive RTD category. To achieve this, Palm highlighted the products’ nitrogen infusion, a UK-first for a canned cocktail, and which provided the range with many of its key points of differentiation, such as a velvety texture and bar-shaken quality. The campaign focussed on communicating these unique attributes, showcasing how the new range was revolutionising the UK’s RTD category, and crucially, the products’ convenience factor, which enabled consumers to elevate everyday drinking occasions to a cocktail moment. Integrating marketing: setting target demographics Our number one priority was to ensure that all marketing activations were hitting the same consumers through an integrated campaign. We undertook detailed data analysis of the target Sainsbury’s and ASDA shoppers in order to build a clear picture of these consumers and their behaviours, online and offline: We pulled data from the retailers’ customer archetypes to understand the makeup of the individuals buying the products in-store, identifying their age, gender and income bracket. We ascertained the other brands that these shoppers engaged with to build a picture of their lifestyle characteristics. We then worked with industry data platforms to ascertain the publications read by these individuals so we reached them through the most engaging public relations outlets.
Results
Palm secured 27 pieces of press and influencer coverage in 5 months, with 10 pieces appearing in national media. Palm also hosted a Publishing House Tour at TI Media to introduce the new range to journalists at publications including Woman & Home Magazine, Now Magazine, Chat Magazine, Woman’s Weekly Magazine, Woman Magazine, Woman’s Own Magazine, Marie Claire Magazine and Pick Me Up! Magazine.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.