Rockstar is rolling out a new global messaging campaign to drive awareness of the energy drink brand.
This will see the brand hand out over 900,000 samples, targeting Fresher’s Week specifically, with a further 500,000 samples and experiential activity across universities during September.
The ‘Fuel Every You’ creative is running across PoS, as well as in and around convenience and impulse stores. The aim is to provide a call to action for consumers with variations of the ‘Fuel Every You’ message, including ‘Fuel The Do It All You’.
“Students are in many ways the ideal customers for the convenience retailer as they are likely to visit often, buy on impulse and are keen to try new things,” Ben Parker, GB Retail Commercial Director at Britvic said.
“With many away from home for the first time, they will be looking for offers and bargains, new ideas and tastes, quick meals, snacks and drinks to fit in with their busy lifestyles.”
- Stock PMP ranges that offer variety and value.
- Leverage key events, such as Freshers Week, using PoS, supplier and brand assets.
- Leverage activation based on key passion points for students e.g. gaming, using POS to drive awareness.
- Consider digital pre-shop communication through social media or by geo-targeting shoppers with customer app push notifications.
- Keep fixtures easy to navigate by brand blocking, so that customers can find products they’re looking for.
- Where appropriate, link with other categories such as crisps, snacks and nuts and offering drink and snack promotions at key times of the day, such as mid-morning or afternoon.
- Within large stores, consider the benefit of stocking up on HFSS-compliant products for student promotion.
