Britvic is returning with their Taste of Summer promotion in 2015, following its launch last year.
The campaign aims to disrupt the shopping habits of the consumer to maximise sales opportunities in this already lucrative season. Britvic’s portfolio of brands including Tango, 7Up and Lipton will drive the campaign as part of their continued commitment to invest in the impulse and convenience channels.
According to recent research, two thirds of on-the-go soft-drinks sales fall between March and October with a direct correlation between temperature and sales driven by the consumers’ need to quench their thirst. Britvic says its on-the-go value sales repeatedly display strong over-performance in this period, rising by 14.5% between spring and summer in 2014 and further illustrating the huge opportunity presented by warm weather. The Taste of Summer campaign is intended to boost sales in categories such as flavoured carbonates, lemonade, juice drinks and water to meet this proven consumer need for immediate refreshment in warmer weather.
The campaign kicks off this month and runs through to July, with the aim of increasing the visibility, and driving impulse purchase, of 15 core SKUs across the Tango, 7Up, Mountain Dew, Ballygowan, Lipton and Juicy Drench brands, in different pack formats. Out of store media, as well as POS, is designed to catch the eye of thirsty consumers and drive them to the chiller, as well as increase overall footfall in-store.
Nigel Paine, GB Commercial Director for Out of Home at Britvic Soft Drinks, commented: “The Taste of Summer campaign was such a resounding success for retailers last summer that we can’t wait to re-launch for 2015. We’ve revamped the look and feel of the campaign which we’re confident will drive customers to the chiller again and again throughout the summer season. We’re committed to providing retailers with the best tools to capitalise on the seasonal trend of immediate refreshment. Don’t miss out on your chance to quench your shoppers’ thirst!”
