Premium cold-pressed juice brand Savse has launched its first ever integrated marketing campaign, designed to increase its appeal among young professionals, families and students.
The above-the-line activity – titled Hard To Say, Easy To Love [sav-say] – embraces the brand’s unique and often mispronounced name in a light-hearted and colourful way, the brand said.
The campaign, launching in late September, is spearheaded by experiential sampling activity with six-sheet posters, digital screens and digital escalator panels that will see brand presence in high footfall stations in key areas such as London’s Victoria and Liverpool Street stations, plus Manchester Piccadilly.
Campaign spend has also been invested in bus advertising in both the north and south east of England throughout the campaign’s month duration.
Savse head of marketing and communications Natasha Lytton said: “We know a lot of people have been struggling with how to pronounce Savse, even I did at first, and it was this insight that drove the creative for our first ever above-the-line campaign. We wanted to go big, bold and playful and came up with the concept and creative in-house. We‘re really proud of our story and Savse’s unique heritage; it means crammed in Georgian, where our founder Guka and his mother Nina are from, because every bottle is crammed full of goodness.”
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