Maxxium puts zing into Sourz campaign |
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| Written by Claire Weekes | |
| Wednesday, 01 October 2008 | |
Maxxium UK is launching a major consumer campaign to reposition its Sourz spirit brand following its rebrand and new blackcurrant flavour launched in August. As part of a £4 million investment in Sourz this year, the ‘Add some Zing' campaign is targeting consumers through channels including Facebook, information websites and radio. Consumers will also be exposed to high profile PR activity and phone booth advertising. Twenty-five independent partner bars in each city will also receive point-of-sale kits to position Sourz as a mixable spirit, and promote a series of ‘Zing City' events being staged in Glasgow, Liverpool, Manchester and Bristol. The 1,500 capacity events are being promoted as a "multi-sensory club night experience" featuring top name DJs. Maxxium is extending Sourz activity the off-trade with an on-pack offer on Sourz bottles in each region, giving consumers the chance to win Zing City tickets, and in-store sampling of Sourz in selected local retailers on Thursday and Friday evenings. Sourz brand manager, Mark Docherty, said: "Thousands of consumers will be exposed to our multi-media publicity campaign in the build-up to our exhilarating multi-sensory events that mix music, colour, energy and people. Zing City will make Sourz the brand of the moment for fun-loving, confident 21-35 year-old women and men. "Sourz is already a brand of significant scale and is one of the fastest growing spirits in the UK. We are committed to building on its success and our investment focuses on promoting the mixability of the fantastic fruit flavours. By broadening its appeal we will attract new consumers, increasing the profit potential of Sourz for the licensed trade." Related Articles
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