Sian Ballantine, European marketing manager for Savanna, said: “Given the progress Savanna has made it is important to build awareness further at the start of a vital trading period.”
Featuring the South African brand’s bottle, the ads will appear on ITV2 reaching an audience of 2.5 million 20-35 years olds in the UK.
Savanna’s brand owner, Distell, has made a record investment in the brand this year. The first burst of TV advertising reached 87% of the adult population and appeared across Channel 5 nationwide and several key ITV1 regions, including London, during the summer.
TV advertising formed the cornerstone of a wider 2011 marketing campaign, which included a nationwide radio promotion, in-store sampling and brand-in-hand activity across key bar groups. Ballantine added: “Savanna is the third largest selling cider world-wide and although still relatively new in the UK, is making great strides here.
“We have invested heavily in the brand, because we recognise there is considerable potential given the reception it has received and the unique proposition.
“This second tranche of investment will reinforce Savanna’s presence in the take home/on-trade sector during what is a busy sales period in the run up to Christmas.”
Source: Savanna Cider
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