Lucozade Zero is building on its recent packaging refresh, the launch of new flavour Lucozade Zero Tropical, and the expansion of its range into a 330ml can format, with a £2.5M multimedia ad campaign.
The activity is live from June and will see Lucozade Zero promoted through radio advertising across stations including Kiss, Capital, Radio X, Heart and Absolute, national out-of-home coverage, social media support across Facebook and Instagram as well as ecommerce and in-store materials.
The new creative push will build on Lucozade’s recently launched “It’s On” campaign, which promotes the brand’s full range through a brand-new creative advert for TV and video as well as social media, out-of-home, online video, ecommerce and geo-targeted mobile advertising.
The campaign aims to drive awareness and visibility of the £271M Lucozade Energy range with its target shoppers.
“It’s already been a big year for Lucozade Zero with the launch of our exciting new look packaging, the introduction of a brand-new flavour in Zero Tropical, and the brand’s move into a 330ml can format," said Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I. "This campaign is perfectly timed to tap into this excitement and raise awareness with shoppers to grow retailers’ sales.
“The Lucozade Zero brand is ideally placed to capitalise on the growth of low and no sugar soft drinks. Over the past few years, shoppers’ spending on zero and low-sugar drinks has increased by 33 per cent and 29 per cent respectively, showing just how important this segment of the market is."
ADRIATICO is once again disrupting the amaretto category by expanding its portfolio, this time in the world of rum. ADRIATICO Amaretto today announces the launch of ADRIATICO Roasted Amaretto Planteray Rum Cask, a new limited edition amaretto made up of only 2,600 bottles, in collaboration with the prestigious rum producer.
This is the fourth limited edition ADRIATICO Amaretto release following the successful Heaven Hill Bourbon Cask, Caroni Rum Cask and Bonollo Grappa Cask expressions. The new limited edition expression ages ADRIATICO Roasted Amaretto for eight months in ex-Planteray Fijian Rum casks, creating an intense amaretto with nuances of classic rum flavours.
As part of the collaboration, Maison Ferrand, producers of Planteray Rum, have also used ADRIATICO Amaretto casks to age their Barbados Single Cask Rum from 2017. This will be the first time that a rum has been matured in an ex-amaretto cask and approximately 1,500 bottles will be released.
“It was essential to have a very intense rum to complement the intensity of the amaretto,” said Fannie Thibaud, Head of Creation and Experimentation at Maison Ferrand. “Amaretto is quite sweet, so we needed a rum that was more tannic and structured to achieve a nicely balanced palate. Additionally, the almond and sweet orange notes pair perfectly with the coffee and toasted flavours of the Fiji rum, with slightly animalistic notes that further enhance the marriage of these spirits.”
Jean-Robert Bellanger, Co-Founder of ADRIATICO Amaretto, says: “We are thrilled to collaborate with such a famous rum producer for our fourth limited edition expression. Planteray is a leader in the rum category, producing original blends and single-cask rums from around the world. We found that the Planteray Fijian Rum Casks enhanced ADRIATICO Roasted Amaretto beautifully. We decided to trade our ADRIATICO Roasted Amaretto casks with the founder of Planteray, Alexandre Gabriel, so that he could age his Barbados Single Cask Rum in our Amaretto casks and so that we could use his rum casks to age our Amaretto, creating a fantastic limited edition rum and amaretto. The result is a cosy amaretto with hints of spices and strength.”
Gordon’s has unveiled its new ATL campaign, “Mix It Up”. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.
Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.
The new TVC invites viewers to join an evening out with a group of friends. As the group begin to drink their Gordon’s & Tonic, the screen splits in two to visually demonstrate how they choose to pace their night by switching between Gordon’s Pink and Gordon’s Pink 0.0%.
In addition to the new TVC, a suite of assets have been created to bring the campaign to life across social and digital channels. Whilst in the same universe as the commercial, the social content hero’s Gordon’s long-term partner Maya Jama who brings to life how she chooses to mix it up for followers.
“When creating this campaign, we wanted to demonstrate that moderation didn’t have to be a binary decision between having something alcoholic or alcohol free,” said Tayara Sousa Linke, Global Head of Marketing. “We know that this perceived choice impacts people’s decision to moderate, so, through Mix It Up, we wanted to highlight that it is possible to seamlessly switch between the two and enjoy the same great taste of Gordon’s Pink whilst moderating with Gordon’s Pink Alcohol Free.”
The new creative will run across BVOD, Social and Digital channels in GB.
Irish Whiskey brand Jameson has been the English Football League's (EFL) main spirits sponsor for two seasons and is deeply entrenched in all aspects of the league, including player sponsorships. It has now signed up with Admiral to celebrate both brands' association with the beautiful game. They have worked closely together to create a full retro-inspired tracksuit in Jameson’s signature green, featuring key elements from Admiral’s world-famous designs for team performance wear, to create a slouchy royal green trackie ready prepped for pubs, presents, party games and freezing cold five-a-sides this Christmas.
“Jameson shares a history rich with the beautiful game, so teaming up with an iconic heritage brand like Admiral felt like a natural fit, with the results speaking for themselves,” said Josh McCarthy, Brand Director for Pernod Ricard UK. “A classic tracksuit, from two classic brands, to look sharp after the match when buying your mates a round of Jameson, Ginger and Lime. Nostalgia is everywhere at the moment and growing up in Leicester, there was no shortage of Admiral tops in the park and at the local football clubs.”
Theo Hamburger, Head of Sales & Marketing, Admiral, said: “Our partnership with Jameson has flourished on the pitch through our range of football shirts, and we’re excited to elevate that collaboration with a new lifestyle collection. Jameson’s commitment to football over the years perfectly mirrors Admiral’s mission to be at the heart of football culture. Both brands share a rich heritage and history, making this collection a true reflection of the vibrant footballing spirit we aim to celebrate.
The collection will be available on Jameson’s website from 1 November.
An eye-catching design created by a customer is bringing a unique appeal to a new limited-edition range of king-size slim papers from the iconic Rizla brand.
The Super Thin Silver papers from the UK’s favourite rolling papers brand* come in three exciting and colourful designs, which form a complete image when placed together.
The final design - featuring an interpretation of Michelangelo’s sculpture David, with each version having a differing vibrant and colourful background - was chosen from more than 580 entries submitted via Instagram for a global competition which reached an audience of more than 2 million people.
The new papers provide retailers with an additional sales opportunity – and further demonstrate how the iconic Rizla brand continues to deliver strong visual appeal backed by unrivalled product quality.
Each bright and colourful pack contains 32 king size papers and is available to buy at an MRRP of just £0.99**.
They represent the latest chapter in Rizla’s unique journey which, for more than two centuries, has seen the brand pioneer major developments in this category – from the world’s first hand-rolling machine to the launch of rolling papers with gum, and papers with cut corners.
Rizla King Size papers were created and introduced to the market in the 1970s and are now the paper of choice for millions of customers worldwide. Indeed, many people now simply refer to Rizla when discussing or buying rolling papers in general.
Yawer Rasool, Consumer Marketing Director UK & Ireland at Imperial Brands, explained: “King size slim papers seem to have lost none of their popularity with customers and that was one of the reasons we decided to add new limited-edition papers to the line-up – and ask our customers to come up with an eye-catching new design which would work with our established brand look.
“The Instagram competition was hugely popular and drew a vast range of entries, meaning our judges had a really tough time picking a winner to be used on the new packs.
“In the end they went for a novel design where each pack works individually but also in combination with the other two to form a larger image. The design truly reflects the unique image of the Rizla brand, delivering the iconic look and feel which continues to appeal to millions of smokers worldwide. We believe the trio of designs will definitely catch the eye of customers to pick up a pack – or even all three!”
Snack manufacturer Kestrel Foods has acquired Indie Bay Snacks from Nurture Brands. The brand will join Kestrel Foods' award-winning portfolio of Forest Feast, ACTI-SNACK and Just Live a Little, continuing its trajectory to become a leading player in the snacking category.
Indie Bay Snacks offers consumers tasty and healthier savoury snacks within the grocery, travel and DTC channels. Its pretzel thins are a lighter, fun way to enjoy pretzels, with 70 per cent less fat than crisps.
"As Nurture Brands consolidates its resources around Rebel Kitchen, EMILY and Jax Coco, I am happy to see Indie Bay go forward and become an important part of the Kestrel Foods portfolio," said Adam Draper, Managing Director of Nurture Brands.
Michael Hall MBE, founder and CEO of Kestrel Foods said, “The acquisition of Indie Bay is aligned to our ambition of creating a fast paced and innovative snacking business. We believe Indie Bay offers consumers and customers something different in our portfolio, and we see great potential for growth through our strong brand, innovation and go to market capability.”
Kestrel Foods' own flagship brand, Forest Feast, has grown over 30 per cent in the last year, a result of increased brand awareness and penetration, and further gains in distribution.