Supporting its on and off-trade listings, the first 20-second TV ad will launch this Easter, with a very different execution, currently under wraps.
The advertising will dominate high frequency evening slots, Thursday to Sunday, on ITV 2, Channel 4, E4, Five, Dave, Comedy Central and Sky Sports, reaching an adult targeted audience of 20-34 year old, with a male bias.
Continuing until the end of July, the campaign aims to boost brand awareness during a period that sees the UK experience some of its biggest profile events ever – Euro 2012, the Queen’s Jubilee and London 2012 Olympics.
Meanwhile an integrated radio campaign on Kiss 100, Bauer’s national radio network and TotalKiss digital platforms, will rotate ads from midday-to midnight, Thursday to Sunday, to an audience of more than five million young adult, urban consumers.
Since its launch in the UK Savanna Cider has dramatically outperformed the market, with annual growth of 72% in the off-trade (with the market up 4.5%).
Anthony Mills, head of European marketing for Savanna, said: “This campaign will really see Savanna Cider capture the imagination of consumers. Given the success we have enjoyed we are making a record investment to really establish Savanna – the chilled cider from sunny South Africa. It is an enormous brand, number three worldwide, and our activity will deliver a step change in profile and sales in the UK.”
Marketing activity this year widens to include a national sampling tour.
Source: Savanna Cider
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