PICKS OF THE WEEK

NPD AND MEDIA

COKE SEEKS TO EXPRESS THE INDESCRIBABLE

COCA-COLA HAS LAUNCHED A NEW MEDIA CAMPAIGN THAT “GOES BEYOND WORDS TO EXPRESS THE INDESCRIBABLE EXPERIENCE OF DRINKING A COKE”.

Coca-Cola has launched a new media campaign to give “new drinkers a way to describe its beyondwords sensation”. The company says it wants to share with everyone what a Coke experience is all about with a new TV ad bringing to life the first sip of Coca-Cola and the expressions customers use to convey its taste and experience of upliftment and enjoyment.

Featuring an original track by Tyler, The Creator, the new ad aims to “interpret this indescribable experience” and “encapsulating that undefinable experience”. Check out the ad to see whether you think they’ve succeeded.

The campaign will be launched via TV, online video and radio advertising, as well as interactive out-of-home advertising, shopper activation, PR and an ambitious digital and social media approach where fans are invited to recreate the dance and express their own Coca-Cola experience on their own social media channels.

As an extension of the campaign and rolling out across European markets over the coming months, an evolved Coca-Cola Zero Sugar will be launched, offering consumers a sleek, brandnew packaging design.

The campaign continues the company’s ‘Open’ platform, which aims to inspire and uplift people to being open to new possibilities and experiences while remaining optimistic amongst ongoing challenging times.

BRITVIC LAUNCHES ‘PUB CLASSIC’ EXCLUSIVELY IN WHOLESALE

BRITVIC IS TAPPING INTO THE GROWTH IN HOME MIXERS SALES WITH THE LAUNCH OF ITS ‘PUB CLASSIC’ TONIC WATER EXCLUSIVELY IN WHOLESALE IN 850ML BOTTLES.

Britvic has launched its branded tonic water into convenience for the first time, with the pub classic available exclusively to wholesale in an 850ml bottle. The move will help retailers capitalise on the rising demand for traditional mixing products at home, which are up 58% as a result of the pandemic [IRI, Aug 2020].

Mixers growth continues to outpace total soft drinks, as gin sales have surged and the trend for drinking mixers without the addition of alcohol has also grown. The new launch offers retailers the chance to encourage shoppers to trade up from own-label.

Britvic Indian Tonic Water is available now, to the wholesale and convenience sector, and will be rolled out further in mid-March. It is available in an 850ml format in Classic and Low Calorie.

Phil Sanders, Out of Home Commercial Director at Britvic, comments: “Although private label traditionally dominates the segment from a volume perspective (44%), branded mixers are adding more value with over three times the price per litre (£1.80 vs £0.50) [IRI, Aug 2020].”

IT’S A DONE DEAL BETWEEN SNICKERS AND JÜRGEN

MARS WRIGLEY HAS CONFIRMED A CAMPAIGN WITH FOOTBALL MANAGER JÜRGEN KLOPP FOR A NEW FOOTBALL-FOCUSED SNICKERS CAMPAIGN.

Mars Wrigley has announced that Snickers is teaming up with managerial titan Jürgen Klopp for a brand new football-focused campaign.

In an ad filmed in 2019, which you can see here, the two-time Men’s Coach of the Year swaps a football pitch for a more modest table football arena. Pintsized players but, as Jürgen finds out, the same super-charged emotions.

Turns out, as we all know, that ‘You’re not you when you’re hungry!’ But it’s nothing that a Snickers bar can’t take care of.

My family and I have always loved Snickers.

[ Jürgen Klopp ]

Speaking about the partnership, Jürgen Klopp said: “My family and I have always loved Snickers, and it’s hard for me to turn down a game of football, so I was really looking forward to this partnership from the very first moment.”

Kerry Cavanaugh, Mars Wrigley UK Marketing Director, said: “Jürgen brings the same energy and passion to the Snickers campaign as he would to a top of the table clash, and that’s why he is the perfect person to front the next instalment of our popular ‘You’re not you when you’re hungry’ series.”

DANONE PLANTS MARKER

Danone is to acquire Earth Island, a US pioneer in plantbased foods. Earth Island produces dairy-free cheeses and plant-based salad dressings, as well as its most famous line – Vegenaise – an egg-free mayonnaise brand.

DRUM ROLL...

Swizzels has unveiled a new Drumstick Chocolate bar, the first time it has entered the chocolate bar category in its 90 year history. The company has adapted its Drumstick lolly flavour and combined it with milk chocolate. RSP: £1 PMP

KESTREL FLYING

Scottish beer Kestrel has announced an international marketing push around a new TV documentary series telling the story of The Flying Kestrel, the company’s transformation of an abandoned 1930s Riley Kestrel car into a land speed record breaker.

MAGNUM DOUBLES UP

Magnum is adding to its premium Doubles range with the Magnum Double Gold Caramel Billionaire. Inspired by Millionaire’s Shortbread, the product is available in tub and stick formats, as well as in multipacks. RSPs: £2 to £4

SAUCY LAUNCHES

Keejays is adding two new sauce concentrates to its Goldfish Brand range: Sweet & Sour and Piri Piri. The two new sauces are the company’s first venture into non-curry-based concentrate sauces and have eight servings per pack. RSP: £2.65

UNLEASH THE BEAST

McCoy’s has unveiled a new creative brand platform with the launch of a £2m McCoy’s Fire Pit ATL campaign. The new creative will run across all McCoy’s brand advertising and features a mischievous ‘beast’ who represents extreme flavour cravings.

100 POUNDER PROMO

Rustlers is rolling out a ‘100 Pounder’ on-pack promo offering shoppers the chance to win £100 when they buy a Rustlers Quarter Pounder. The promo runs until 22 April across 2.7 million packs and will be supported by in-store and online activation.

CORNER PMPS

Müller is targeting growth in wholesale and convenience with the launch of PMPs on Müller Corners. The £1 PMP range is available from 1 April and consists of a two-pack of Müller Corner Strawberry and a two-pack of Müller Corner Vanilla Chocolate Balls.

STIG ON WHEELS

In its biggest ever on-pack promo, Wagon Wheels is giving consumers the chance to enjoy a ‘money can’t buy’ track experience with Top Gear’s The Stig. The instant win promo involves a temporary name change for the brand to Stig On Wheels.

NEW LOOK WEETOS

Weetos is unveiling a fresh new look next month featuring a ‘Loved by kids, approved by parents’ sticker. The refreshed packaging also outlines the brand’s sustainability credentials, with all cocoa used for the cereal certified as sustainable by UTZ.

TANQUERAY ROAMS FREE

Diageo has unveiled new Tanqueray 0.0%, an alcoholfree spirit made using the same blend of botanicals used in Tanqueray London Dry gin. It is also a low-calorie option, with only 6kcals per 50ml. RSP: £16

SCOTT’S REFRESH

Scott’s is launching a refreshed look across its classic oats ranges to highlight the authenticity and heritage of the brand. The revamp sees typical Scottish humour brought to life on pack, with additions including Scottish phrases and their English translations.