Botanical juice drink brand Firefly has today unveiled a new brand campaign, which will give consumers the chance to have bottles of Firefly personalised with their own selfies.
The My Firefly initiative is designed to celebrate the relationship consumers have with the brand, as well as promoting further engagement. As part of it, customers will be invited to upload pictures of themselves “feeling fly”, using the campaign’s specially created hashtag or Firefly’s website app, for a chance to have their photo featured on a Firefly bottle from May.
The range redesign kicks off in May with bottles featuring iconic images from Festival No.6, the boutique arts and music festival, ahead of the consumer photos in autumn 2016, where a new set of polaroids will launch each quarter.
To support the launch, Firefly will be offering on-the-spot personalised bottles at a Wholefoods store in London this week, as well as at Festival No.6 later in the year, where consumers will be able to pose in front of a Firefly bottle-shaped photo booth with props and costumes and then buy their bottle there and then.
Sarah Brooks, marketing manager for brand owner Purity Soft Drinks, said: “Innovation is key for driving the soft drinks category forward and consumer engagement is crucial. Having received so many images from loyal fans over the years, we felt the next step of brand development was to follow their lead. As a customer-led campaign we are confident this will be a huge success.”
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