Challenge
Greene King briefed Purity to deliver a 6 month long campaign to support the launch of their new Ice Breaker Pale Ale 4.5% in 300 plus premium Greene King outlets. The campaign objective was to drive awareness of Ice Breaker and recruit drinkers into the brand by getting the beer into the hands of consumers. With a unique story behind the Ice Breaker brand, being the first beer in Greene Kings portfolio to be brewed by their apprentices the activity had to reflect their story in a fun, bold and confident way. The key message underpinning the activity was that Ice Breaker is the ultimate unfiltered refreshment bursting with flavour. Trial of the beer was key to deliver this message.
Solution
Purity designed, produced, and delivered the campaign which extended beyond 6 months into an ongoing campaign with various layers of activity throughout the year. Our on-trade Ice Breaker Brand Ambassadors visited Green King outlets with a scalable kit to suit the various spaces both indoors and outdoors. They distributed chilled pints of Ice Breaker from branded pop-up mobile bars. Alongside the activity consumers were given a chance to take part in a game of Batak, which was branded with a ‘break the ice’ theme. Purity produced the incredible Ice Breaker Land Rover Defender, which doubled as a mobile bar, and throughout the summer it parked up in the gardens of busy pubs and events to drive trial of the beer amongst visitors to the venues. Throughout the pandemic Covid safe measures were put in place for all the activity across the year. In the lead up to Christmas the team visited up to 150 Greene King outlets to mystery shop the team, reward staff with vouchers if they recommended Ice Breaker, and offer to buy a round for the consumers.
Results
300 plus on trade outlets activated at in 2020 Over 10,000 pints of Ice Breaker served 108 lucky Green King staff members were awarded a £50 love 2 shop vouchers for recommending Ice Breaker. Production of unique event kit including pop up sampling bars, interactive games and Ice Breaker Land Rover.
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