Appletiser fountain at Ascot

Appletiser: Official Soft Drink of Ascot Racecourse

CHALLENGE

Nowhere is more competitive these days than the supermarket aisle. The FMCG category is highly commoditised, with savvy shoppers making their purchase decisions based on price. The supermarket price meant we needed to find a way to differentiate Appletiser from its competitors, drive trial and engagement.

APPROACH

With our counsel, a strategic partnership was signed with Ascot Racecourse as the main asset for Appletiser’s marketing campaign for 2015-2017. We used the Ascot sponsorship to position the brand as a drink that could make any moment more special, and Appletiser as the champagne of the soft drink world.

Over the last year, we’ve activated six race days via experiential, sampling, social media and PR with engaging stories around the most newsworthy race days in order to broaden reach outside of the racecourse to drive high profile traditional media coverage and social amplification amongst bloggers and racegoers including:

  • A masterclass for influencers, media and bloggers with Kathrine Larsen, the Moet 2014 Sommelier of the Year and our chosen Soft Drink Sommelier to prove Appletiser’s credentials as an adult soft drink and mixer
  • Worked with celebrity ambassador, Jodie Kidd and created a fountain made of 1,000 Appletiser bottles! The fountain featured at the centre of sampling activity that weekend, with our sampling team distributing over 3,000 samples

IMPACT

During the last year we have distributed over 11,000 samples, generated editorial coverage across national, lifestyle and trade media as well as 51,000 cocktail and mocktail video views and an increase in Twitter, Facebook and Instagram follower growth.

The campaign has also been recognised at industry awards, winning Best Brand Experience at the Chartered Institute of Marketing’s Marketing Excellence Awards and further nominations at the Drum Marketing Awards.

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