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Brand Experience: S&N Launches ‘Cider Hit Squad’ through BEcause Experiential Marketing
Scottish and Newcastle (S&N) UK has launched a new face-to-face marketing campaign called ‘Cider Hit Squad', designed to encourage trial and convert drinkers to its Bulmers Original, Strongbow Sirrus and Jacques ‘serve over ice' brands. The campaign is being run through BEcause Experiential Marketing (formerly LoewyBe) in partnership with on-trade direct marketing agency, Box Marketing.
Cider Hit Squad will target some 7,500 outlets in around 20 cities nationwide by September 2007. Forty specially trained Brand Advocates from BEcause will manage live trials in each outlet, visiting three outlets each evening during the initial three-month phase, offering consumers the chance to try Bulmers over ice as part of a brand experience evening.
"We will use conversation and live brand experience to introduce drinkers to Bulmers Original in suitably fresh, original style," says Joss Davidge, Marketing & Business Development Director at BEcause Experiential Marketing. "Working in partnership with Box Marketing, this campaign is designed to appeal to both bar staff and consumers and encompasses full training, a teaser phase, merchandising, sampling nights and follow-up activity."
The evenings themselves will be sold into venues by Box Marketing as part of a rolling telemarketing campaign to sell in S&N's cider portfolio to licensees. Field staff from Box Marketing will visit participating outlets prior to their experience evening to help merchandise the venue and organise stock, before the arrival of the BEcause Brand Advocates who will handle all consumer interaction. Follow-up telemarketing activity with licensees will be managed by Box Marketing.
"On-trade experiential marketing has become a key element of S&N's marketing strategy and we have successfully delivered a number of highly visible, large-scale campaigns for them during the last two years," says Davidge. "Cider Hit Squad - like our other ‘Taste Tour' and ‘Biggest Round' promotions for S&N - is an experiential campaign designed to build lasting and memorable relationships with consumers and bar staff alike, persuading hundreds of thousands of drinkers to add S&N brands to their regular drinks portfolios."
09 May 2007