The campaign will be promoted through outdoor, PR and sampling activity as well as a “heavyweight” digital campaign that includes banner ads, YouTube pre-roll and social media activation.
Created in-house, the marketing push is an effort to promote the “natural hydration” that the new product offers “after the gym or when you’re feeling a bit hungover”, according to the brand. Coconut water is low in calories, fat free and a source of natural electrolytes.
It is also a move to “drive category trial” according to Helen Pomphrey, Innocent’s UK marketing director, who said that sampling is crucial for the brand, which tastes Read full story ›
Source: Marketing Week
Industry News