Fun Patented Fruit Juice Playtime Concept

Challenge

A Hove-based drinks company, Dream Drinks Ltd, approached PRG for advice and support with launching a new Surprise Drinks® patented fruit juice playtime concept for kids in the UK. Our local media contacts in Sussex and close connections with the drinks trade media meant we were the ideal marketing agency for the task!

Solution

Before we could start spreading the word about the fun new drink, we needed to create a website where we could drive both consumers and wholesalers interested in stocking it.

With limited budget, we designed and built a microsite for Dream Drinks to showcase the first series of fruit juices being launched, which included several Disney™ licensed characters. These were no ordinary fruit juices – embedded in the front of each bottle was a ‘surprise container’ which enclosed a selection of collectable SCS-certified items including figurines, stickers and pendants. In keeping with the fun nature of the product, we selected a bright colourful theme for the site, and built a simple enquiry form to encourage wholesalers to request a quote or place an order.

Next we wrote a press release and adapted it for local business press in Sussex and for the drinks trade media to maximise our chances of securing media coverage. Drawing on our close ‘drinks’ connections we also identified a couple of worthwhile paid-for editorial opportunities, which saw the press announcement appearing on the front cover of Wholesale Manager and The Grocery Trader magazines and online.

Result

As well as securing a high volume of media coverage in print and online – including on the UK’s market leading FMCG trade website The Grocer – the microsite very quickly proved a useful resource for generating sales leads, including unexpected enquiries from local farms and theme parks interested in stocking the fruit juice.