Making a splash
Leonie Doyle
With consumers drinking 15% more soft drinks in summer than in winter, it’s vital to ensure your fridge is stocked with an appealing range of thirst-quenching choices
Print13 April 2012
Bucking the trend and generating profits
The soft drinks category is bucking the recessionary trend and driving shoppers into store more than ever before, according to soft drinks specialist A G Barr.
“The category is growing at a phenomenal rate of 7% year-on-year within impulse,*” states Adrian Troy, A G Barr’s head of marketing.
The other flavoured carbonates category is performing well, particularly the ‘drink now’ formats.
“Consumers are predisposed to buying IRN-BRU when on the go,” says Troy. “Stocking these robustly performing 250ml, 330ml, 500ml and 750ml formats and positioning them prominently in the soft drinks fixture is a simple way for retailers to boost profits.”
The lead up to summer is the ideal time to stock up on other flavoured carbonates such as Irn-Bru. Consumers drink 15% more soft drinks in summer than in winter, with other flavoured carbonates, along with energy drinks and water, benefiting the most.**
Refreshing soft drinks such as Rubicon are another must-stock for summer. A G Barr is boosting sales for the brand with a £6m advertising support campaign in 2012, and the brand is growing at an impressive 57% YOY.*
Rubicon has launched its Mango and Guava variants in a 500ml PET bottle for on the go consumption, providing consumers with even more occasions to enjoy the brand.
The Barr Flavours range of soft drinks, which has been enjoyed by generations for over 166 years, has been revitalised with a fresh new look, making its 14 flavours even more appealing to consumers.
“The Barr brand is experiencing impressive growth of 33% YOY*. This growth will be boosted by the refresh of the Barr Flavours range pack design,” says Troy, who adds that the range is available at “great prices.”
*(Source: Nielsen Scantrack, MAT to 04.02.12, Total Impulse)
** (Source: Nielsen Scantrack, Total Coverage, Total UK 2011)
Living life to the Max
Pepsi Max had a strong year in 2011, driven predominantly by the on-the-go (OTG) formats, the 440ml can and the new 500ml Pepsi Max bottle.
Pepsi Max continues to deliver excitement again this year. The Pepsi Max campaign for 2012 is music-fuelled “Kick in the mix”. This campaign has been established to co-ordinate football and music together, two assets that Pepsi has a great history of successfully owning.
To bring this campaign to life, Pepsi Max has teamed up with a strong list of talent and international football stars.
Internationally renowned DJ, producer and hit-maker, Calvin Harris, has collaborated with Pepsi to create an exclusive track, a global dance anthem ‘Let’s Go’ which will be the official soundtrack to the TV commercial and 2012 campaign.
A heavyweight and localised media plan will incorporate TV/cinema advertising, spectacular and proximity outdoor as well as an online presence.
PR activity will support the roll out of the campaign. Visually impactful in-store theatre, POS and in-store merchandising will also help drive feature and display across all channels.
To find out more on Pepsi’s 2012 football campaign, log on to www.facebook.com /PepsiMaxIreland. To view an interview with Calvin Harris featuring the sound of ‘Let’s Go’ visit www.pepsiglobaltv.com.
Lemon and lime sensation
7UP is Ireland’s number one lemon and lime carbonated soft drink with 83% value share of its category (Source: AC Nielsen Scantrack MAT Feb 26/12). This best-selling lemon and lime soft drink has a loyal customer base and a strong heritage throughout Ireland.
The continued success of the 7UP Free brand is attributed to its commitment to highly visible national marketing campaigns that engage with consumers, such as last December’s 7UP Free Winter Wonderland.
In March 2012, the brand launched the 7UP Free ‘Minister for the Craic’ campaign, offering seven lucky people and seven of their friends the chance to win one of seven trips worldwide.
7UP Free has been back on air since March 2012. The brand has benefited from a strong TV campaign targeting over a four-week period and encompassing the two bank holiday weekends, St. Patrick’s Day and Easter, as well as an impactful 20” advert.
To keep up with all latest news, visit www.7upfree.ie or www/Facebook.com/ 7UPFreeireland.
Hydrating the nation one bottle at a time
Ballygowan has crafted a sleek new design that has been carried across the entire Ballygowan range, while retaining its natural and pure mineral water.
As part of the new look Ballygowan has launched a new 75cl on the go bottle, carefully designed to appeal to the core water consumer with an easy hold bottle shape, flip cap and premium scuff and water resistant metallic label.
A 360 degree media campaign including radio, PR and social media, will support the new look Ballygowan. At the heart of the campaign will be a new television advertisement hitting screens in April.
With 750 years of heritage and purity in its filtering process, Ballygowan is hydrating the nation, one bottle at a time.
Purer than you
Deep RiverRock is Ireland’s number one water brand with 18.4% value share*. Bottled from source locally in County Antrim, it contains naturally occurring essential minerals such as calcium, magnesium and potassium.
The brand’s youthful and mischievous image is cleverly portrayed in Deep RiverRock’s advertising, including the “Town of Deep RiverRock” TV ad which is currently airing across the country. Deep RiverRock supports a number of community initiatives including Official Water Partner of Dublin GAA, Leinster, Connacht and Ulster Rugby along with title sponsor of the Belfast City Marathon for the sixth consecutive year.
Deep RiverRock is available in a wide range of packs suitable for a variety of occasions including single and multi-pack sizes in still and sparkling and both plain and flavoured options. The brand’s 750ml sports-cap pack continues to hold the position of number one impulse sports-cap water in Ireland*. This is the ideal size for on-the–go consumers with active lifestyles. Deep RiverRock’s 6 x 1.5l “Great Value” pack is perfect for taking to the gym, family days out and consuming in the home.
*(Source: AC Nielsen MAT NI JF ‘12 & MAT ROI J/F ’12 – Total Island of Ireland)
Water lot of awards
Tipperary Natural Mineral Water celebrated its 25th anniversary last year. As part of its anniversary celebrations Tipperary Water underwent a complete rebrand and introduced new size formats into its convenience, Kidz and grocery ranges. The quality of Ireland’s first natural mineral water was again noted, through the winning of two more Gold Medals from The British Beverage Institute, bringing the company’s total to 10 Gold Medals.
Tipperary Natural Mineral Water offers a large selection of product sizes to meet all the Irish consumer’s needs, including:
Convenience
Tipperary Water is available in smaller 500ml, 750ml and 1 litre sizes for the convenience market. Last year saw the launch of a new 500ml still bottle with a screw cap which has received great retailer and consumer feedback.
Take home
Tipperary Water believes it is the ideal choice for a busy household, and offers value for money. Tipperary Water is available in the popular 1.5 litre bottle, which is available in a four pack, six pack and a new 12 bottle self-merchandising box. The Celtic inspired Tipperary Water 2 litre bottle is available in still and sparkling.
Burst Your Thirst
Designed especially for kids, Tipperary Kidz water comes in an easy to hold bottle with a fun sports cap for instant refreshment. Not only is it fun for kids but parents can be happy too in the knowledge that water is the healthiest option. Launched in 2003, Tipperary Kidz continues to lead the way in the kid’s water category. 2011 saw the launch of two new flavours into the Tipperary Kidz range: Tiger Juice and Fruit Blast. They contain added vitamins and calcium, are sugar free and have all natural flavourings.
Tipperary Flavoured Water 500ml and 2 litre
Tipperary Flavoured Water offers all the same great benefits of water with the added extra of six flavours; Pear, Apple, Peach, Lemon & Lime, Raspberry and Blackberry. The range comes in 500ml and 2 litre bottles.
Iconic global brand delivers new ideas
Mountain Dew Energy is a uniquely popular citrus flavoured energy drink. Available to consumers in a 500ml PET, Mountain Dew Energy offers the perfect on-the-go energy boost.
This iconic global brand was launched in Ireland in March 2011. Mountain Dew Energy appeals to young male adults with its youthful personality and vibrant design. The launch of this global brand was rolled out in the Irish market through a heavyweight sampling campaign that targeted universities and urban sports events nationwide. Mountain Dew Energy will continue to be activated within colleges throughout 2012.
Having witnessed an incredible reception throughout Ireland, this global brand is now the fifth best-selling everyday energy drink, and has a 3% volume share of everyday energy (Source: AC Nielsen Scantrack Feb 26/12). The brand was acknowledged as the Best New Product launch at the 2011 C-store Awards.
Mountain Dew introduced BrushBoarding to Ireland this year; a new active board sport that is designed to give people the experience of surfing without the water or snowboarding without the snow. There will be a year-long roster of events and roadshow activity bringing the BrushBoard around Ireland.
This campaign will facilitate partnerships with surfing associations and university societies. All activity will be supported by the BrushBoarding hub on Facebook and the Mountain Dew Energy BurshBoarding tour will focus on demonstrations, trial, education, and fun, with a party atmosphere with music/DJ, and friendly staff.
Check www.facebook.com/mountaindewireland for more details.
Energising performance
Energise Sport is the only 100% Irish sports drink and is a member of Love Irish Food. Every bottle of Energise Sport sold supports the Gaelic Players Association and the welfare of all the players involved in the organisation. This association will be nine years old this year.
Available in both Orange and Mixed Fruit flavours, Energise Sport is specially formulated to supply carbohydrate energy and minimise the impact of the loss of water and electrolytes during an exercise routine which is essential for achieving optimum performance.
Consumers are continuing to seek out value alternatives and the sports category is no exception. As a direct response to this, in May 2012 Energise Sport will launch a €1 PMP range in ROI and a 69p PMP range in NI, offering consumers a branded value option within the sports category. This is a strong move to drive penetration and footfall into the sports category.
Mad Dog sniffs out success
Mad Dog Energy Lemonade has just arrived in Ireland, and claiming to be already delighting consumers in the USA, UK and Europe, Mad Dog Energy Lemonade believes it will bring a fresh new opportunity to the energy drink sector. A highly powered energy drink with the clean fresh taste of Sicilian lemons, the brand offers all the energy properties of leading energy drinks and uses only natural ingredients. Mad Dog Energy Lemonade delivers all this without the stickiness and aftertaste often associated with energy drinks. It also delivers strong value, retailing at just €1 for a 250ml can.
Mad Dog Energy Lemonade is available to order now from Kelly Hunter / Vescoro Limited.
For more details, contact info@vescoro.com, phone +353 (0) 1 2711831, visit http://www.maddogenergylemonade.com/roi and http://www.facebook.com/maddogenergylemonade
A new energy in town
Developed by Irish drinks experts Dragon Nutrition, Little Dragon is a range of functional and nutritional drinks designed to answer the needs of today’s hectic lifestyles. This spring sees the launch of a new variant to extend their existing range of functional Little Dragon Shots. Little Dragon Intense Energy now comes in a longer lasting 375ml form. This new product retains all the functions of its shot alternative; energy releasing, stimulation and maintaining concentration.
Little Dragon Intense Energy Drink is a blend of B vitamins, caffeine and amino acids with no sugar, no fat, and no carbohydrates. The absence of sugar in all the Little Dragon drinks allows for a prolonged release of energy without the sugar-associated crash.
For more information, visit www.dragon-shots.com.
Boosting sales
Boost, one of the leading energy drinks brands, has a range of products including Energy – available in 250ml cans and resealable 500ml and 1 litre bottle. Glucose Active and Sport Isotonic are available in two different varieties each, all in 500ml bottles. Boost will be extending the range further this year with Boost Energy Sugar Free, which will be available in 250ml cans and 500ml resealable bottles.
Plans for the coming year include major promotional activities to directly drive sales and more new products which are currently in development. Forthcoming price promotions on the range include 500ml Energy on special offer at €1, 250ml Energy at two for €1 and Sport and Active multi-buys.
Boost Energy is distributed in the Republic by Gleeson incorporating Gilbey’s. For details, visit www.boostdrinks.com, call 01 626 9787 or email sales@gleesongroup.ie.
A fruitful delivery
For over 30 years, Sqeez has retained its position as the number one brand in the ambient juice section.
2012 is an exciting year for Sqeez, featuring the roll out of a modern, fresh new look for the range. The re-design highlights the fruit content in the range and each pack clearly features the “one of your five a day” logo that is particularly important to busy families.
Two new cranberry blends have also been introduced to the range.
Sqeez proudly continues to support ‘Love Irish Food’ – an ROI initiative led by Irish manufacturing brands to promote Irish food and drink brands.
Sqeez has been enjoyed in Irish households for generations and is available in single 1 litre packs, handy three x 1 litre packs and lunch-box friendly 250ml packs.
So stock up on Sqeez and have a fruitful performance with us.
Appealing to a core audience
Appletiser is announcing the addition of 350ml and 1.25 litre plastic bottle options to the already popular sparkling fruit juice range. These new pack offerings are set to revolutionise the brand by improving its convenience and value offering.
Research has shown that consumers would prefer to buy Appletiser in a plastic bottle in both on the move and supermarket environments. The introduction of Appletiser 350ml PET bottle from June will give adult soft drinks consumers the same great taste in a new lightweight, portable re-sealable pack. It contains the same refreshing Appletiser product as the familiar glass and can formats, with 100% juice.
The convenient on-the-go handbag sized format means it can be enjoyed more easily, more often and in more environments by Appletiser’s core target female audience.
In addition to Appletiser on-the-go 350ml, the brand is also launching a value for money 1.25L PET take-home pack, offering 66% more volume than the 750ml glass bottle. With the launch of new 1.25L PET take-home pack, the brand aims to drive both frequency and penetration into everyday consumption occasions and broaden its appeal further. The new PET format allows Appletiser to maintain its premium brand positioning and product quality and offer an increased value for money option for the consumer.
Mixer, sports drink and thirst quencher in one
Cocofina is a natural coconut water drink made from the juice of young coconuts. It’s naturally isotonic so it re-hydrates the body just like a sports drink. And the product’s healthy combination of vitamins and minerals help to maintain good physical condition. Available in three fruity flavours, the range blends perfectly with alcohol to make exotic cocktails – and the un-mixed product can help with re-hydration.
Tracy Anderson, personal trainer to the stars, recommends coconut water to her clients as part of their fitness regimes. And the celebrity interest is certainly helping to boost sales. In the US, beverage marketing has forecast coconut water sales to increase by 100% as consumers switch from bottled water to other healthy alternatives. Cocofina, a British brand, has been operating in the UK for over six years and is the European leader in this new category.
Products in the Cocofina range incorporate premium ingredients such as ginseng, chamomile and green tea. Cocofina is the first coconut water company in the world to combine the isotonic properties of coconut water with the antioxidant properties of tea.
Red hot sales in 2012
Ireland’s number one sports drink with 59% share of the sports drink category* recently launched the Lucozade Sport Club Crusade Campaign.
The Lucozade Sport Club Crusade campaign invites sports clubs to sign up their amateur adult teams to collect Lucozade Sport and Lucozade Sport Lite bottle caps for a chance to win €10,000**.
For years, Lucozade Sport has helped improve Irish players’ and athletes’ hydration, endurance and performance. Now the Lucozade Sport Team wants to help make a difference to three sports clubs anywhere in Ireland – with €10,000 to assist each club in improving their facilities and equipment.
Clubs are categorised depending on the number of members so that clubs will be competing against other clubs of similar size. There will also be a draw for €5,000*** for any club that collects at least 400 bottle caps.
Heading up the Lucozade Sport Club Crusade campaign are some of Ireland’s best known sports people, including Katie Taylor, Colm Cooper, Henry Shefflin, Conor Murray, Shane Long and Gavin Noble.
Supported by a heavyweight campaign across a range of media including dedicated TV and radio adverting, digital and PR campaigns, in-store promotions and an innovative POS suite to engage and drive awareness amongst shoppers’ in-store.
To drive even more excitement of the campaign there is a new limited edition Lucozade Sport Club Crusade Summer Berries flavour, available from April, this pack offers shoppers the chance to earn two Club Crusade points thanks to the dedicated Rep Cap.
Clubs can register their teams by logging on to www.lucozadesport.ie.
*(Source: Nielsen Extended Scantrack ROI, Data to 26 Feb 2012)
**£9,000 for Northern Ireland Sports Clubs
***£4,500 for Northern Ireland Sports Clubs
Put a spring in your step
Get a boost this Spring with new Ribena Plus, the biggest new product launch from the makers of Ribena in 20 years
For over 70 years, Ribena, Ireland’s number one impulse juice drink brand*, has been providing consumers with a tasty way to get their vitamin C. Now, it has launched Ribena Plus – a brand new range of no added sugar juice drinks with added health benefits, specially designed for growing families.
Ribena Plus with added vitamins A and C provides immunity support in classic Blackcurrant or brand new Apple & Peach. Ribena Plus with added calcium for healthy bones is available in Mixed Berries or Raspberry & Apple.
New Ribena Plus is available in both dilute and ready-to-drink ranges; ideal for home, lunchboxes or on the go.
For more information visit www.ribena.co.uk.
*(Source: Nielsen Extended Scantrack ROI, Data to 26 Feb 2012)
Have MiWadi – your way!
Ireland’s number one squash, with 43% value share of market*, is giving its younger fans the chance to create their very own MiWadi.
From mid March, kids can enter a virtual MiWadi factory selecting the fruits and flavours for their ‘Wadi’, naming the new flavour and designing their own label.
The new flavour will go into production in the summer and will be available in stores in August.
The campaign “will drive penetration and frequency of MiWadi at a key time of the year,” explained Christine Keohane, marketing manager, MiWadi.
MiWadi MiWay will be supported with TV and digital advertising and PR activity, as well as on-pack promotion. The eventual winner will be decided by public vote.
To create your own MiWadi, log onto www.miwadi.ie/mi-way or follow MiWadi on Facebook at MiWadi Ireland.
*(Source: AC Nielsen MAT Jan 2012)
£1 million promotional prize fund will make sales sparkle
Shloer, Ireland’s biggest-selling adult soft drinks brand* and the driving force in the adult soft drinks (ASD) category, is set to help retailers boost soft drink sales this spring with its first ever consumer on-pack promotion which is being backed by a £1 million prize fund and a high profile TV advertising campaign.
The ‘Love Your Shloer Sunday’ promotion is being featured on a peelable neck label on over two million bottles of the Shloer Red Grape, White Grape and Rosé variants, and will be given further exposure by being incorporated within Shloer’s spring TV advertising campaign which will be seen by an estimated one million consumers in the Republic of Ireland.
Promotional packs will be available to all sectors of the take home trade via SHS Sales & Marketing, which distributes the brand, from the end of March until May (while promotional stocks last). The TV ad campaign breaks just after Easter and will be on air from Thursday to Saturday; the key shopping days for Shloer.
Over 50,000 instant win prizes are on offer in the ‘Love Your Shloer Sunday’ promotion which gives Shloer consumers the opportunity to choose a prize which is most suited to the way they like to enjoy their Sundays.
The promotion and spring TV burst form part of a £16 million programme of marketing support for Shloer, and will span the key trading peaks of Easter and the Spring Bank Holidays.
*(Source: Kantar Worldpanel Republic of Ireland, Adult Soft Drinks MAT 25.12.11)
Country Spring springing up
Country Spring is the only 3 litre soft drink available in Ireland. Made from pure Irish spring water and manufactured in Borrisoleigh, Co. Tipperary, Country Spring is a high quality, 100% Irish product.
Available in eight flavours (Orange, Cola, Lemon & Lime, Red Lemonade, White Lemonade, American Cream Soda, Apple and Sugar Free Orange) there is a product to suit every taste in the family.
Country Spring is available to the value conscious consumer in a single bottle and in a twinpack flashed
at €3.
The Gleeson Group advises retailers to keep a look out for a new special on pack promotion available from June 2012.
Healthy sales
Vit Hit is Ireland’s fastest selling health drink. With less than 35 calories per bottle and 100% RDA of eight vitamins, Vit Hit has proven a real winner for retailers this year. Sales have increased over 50% in the last 12 months and are set for another big year for the 100% Irish owned brand. Asked why Vit Hit has proven such a success, managing director Gary Lavin says “people no longer want to drink sugar and calories for lunch, we provide vitamins, low calories and herbs instead of that; customers are making that healthy choice”. Available from the Gleeson Group (0)1 6269787.
A taste explosion
Finches is one of the few carbonated oranges made with pure natural spring water. Teamed with a high juice content this gurantees a refresing recipe to quench any thirst. The quality of Finches was recognised in 2011 when Finches Orange was awarded a gold medal for taste from the BBI.
Finches is available to take home in a 2 litre single bottle, the great value 2 litre twinpack flashed at €3 and launching this summer is the new 1.5 litre single bottle. Developed in response to consumer demand for value and suitable bottle sizes for their lifestyle, the new 1.5 litre bottle is available in Orange, Orange Light and Rock Shandy.
The continued success of Finches 500ml, highlights consumer desire for quality, Irish products. Available in Orange, Orange Light, Rock Shandy and Lemon these drinks are great for lunchtimes or consumers on the go. Watch out for a whole new Finches look in Summer 2012.
Q&A with…
Leonie Doyle, head of marketing, local brands, Britvic Ireland
How is Ballygowan Natural Mineral Water currently performing in terms of sales within the Irish market?
Ballygowan is Ireland’s number one water brand and continues to lead in all channels. In a very competitive bottled water market, Ballygowan has seen share growth every month for the last six months.
What is your core target market and how does the brand engage with these consumers through your advertising?
Our core target audience are men and women aged 20 – 30. They actually consume the most bottled water of any consumer group.
Our objective is to make Ballygowan more relevant to this target audience. We know from research that they are upbeat, optimistic and hopeful about the future and the Ballygowan campaign aims to tap into this. Water boasts so many benefits to both body and mind that help you to feel your best inside and out and we wanted to celebrate the power and brilliance of water with a whole new look Ballygowan, encouraging the nation to drink it in.
At the heart of the campaign will be a new television advertisement hitting screens in April. We also have greater emphasis on our digital strategy and will be engaging with consumers year round on Facebook and You Tube.
We will also engage consumers at the point of purchase with a dynamic campaign that will add excitement to the water category.
In February, Ballygowan Natural Mineral Water introduced a full brand relaunch; what measures did this include?
We conducted extensive consumer research when we were planning this re-launch to ensure that we meet consumer’s needs now and into the future. Every element of the Ballygowan offering has been researched with consumers and the result is a complete new look with a new Ballygowan livery, a new bottle design, high impact metallic label, new cap design, and a new communications campaign including TV, digital, PR and in-store.
Laura Byrne
Q&A with…
Laura Byrne, brand manager, Boost
1. How is Boost currently performing in the Irish market in terms of sales?
Boost is performing very well in the Irish market. Last year sales were up 50%, driven by the 250ml can and the new Sport & Active Range. The Irish energy drinks market has declined 9% since 2007 down to 14.5 million litres, so we’re very pleased with this result. We have secured good distribution for the brand and are looking to grow this year with more listings and NPD. Boost is a value energy brand, providing Irish consumers with the energy they are looking for at a fraction what they would expect to pay. It’s a format that has been a resounding success for Boost, which celebrated its 10 year anniversary last year and is now worth £23.1m.
2.What is Boost’s target market and how is the brand engaging with these consumers through its advertising campaign and social media initiatives?
Our target market is 14-34 year olds. We focus a lot of our consumer campaigns around students and music festivals. We engage in sampling to encourage trial around Freshers’ Weeks and key college times during the year. Social media plays a key role for us as we encourage people to engage with us and give us their feedback. On Facebook we have almost 9,000 likes and 361 people talking about us.
3. How has Boost introduced new innovations in the brand’s packaging and product range?
2010 saw the introduction of the Sport and Active range. There are two SKUs in each range and all four are price-flashed 99 cent, offering exceptional value to the consumer. This range has exceeded our expectations and has been embraced by both the trade and consumer. The Active range is available in Glucose Original and Glucose Orange, aiding mental and physical ability. The Sport range is available in Mixed Berry and Orange, giving a high energy isotonic lift while replenishing lost fluids.
All of the Energy Original range (250ml, 500ml and 1 litre) are available in both price-marked and non price-marked packs, but it’s the price marked packs that are the favourite. Boost is keenly priced against the bigger energy brands and consumers are tuned into the value it offers.
This year we will be introducing new pack formats in the 250ml can range and new branding across the Sport and Active Range. New shrink wrap will also be applied to all cases to increase visibility across the trade.
4. What marketing support does Boost provide for retailers?
We have a suite of POS to support our retailers and help move the product off shelves. This is designed around our core message of Massive Energy, Top Taste, Awesome Price.
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