Best practice from Reach
In April 2009 the UK’s leading independent field marketing agency Reach helped Britvic Soft Drinks launch a key New Product Development named Drench Juicy into the Convenience and Independent channel.
Drench Juicy responds to consumers who seek the refreshment and health benefits from water but with a fruitier taste. With a Summer launch planned, and a TV advert set for airing over Summer, instant availability was essential but this availability had to be sustainable so the right outlets and the right retailer message and POS were criticial.
Britvic is one of Reach’s longest standing clients and has been with them for over 17 years. Due to this close relationship it was easy to marry their objectives and drive their campaign with a combination of market, consumer and channel data with a dedicated team.
Strategy and Implementation
In order to maximise the launch Reach deployed a dedicated blitz team to drive distribution, visibility and case sales of this key product. The blitz team is a high resource team which focussed over a set short term time on this defined activity.
Reach put together and tailored a thorough contact strategy which matched the opportunity and had flexibility to point efforts where needed most and embodied the expertise and values of the client. There was a segmented call file to identify best fit outlet using attributes to determine store grade and quality.
The 100 strong blitz team worked across the top 17k outlets selling 3 variants of Drench Juicy merchandising them in chillers. They also sold price marked packs to ensure maximum rate of sale in stocking stores.
The blitz team utilised livewire technology to report results and ensure instant reaction to performance or stock challenges.
Therefore the LiveWire solution had a twofold impact firstly ultimate real time visibility of the results in front of the Sales Director’s desk, and secondly, the real time micro management from the Field Managers that the web browser data facilitated.
Reach also supported the activity by in store sampling to high footfall stores at peak times (eg lunch hour), gaining both visibility and trial. The campaign was helped nationally as it was backed up with two weeks worth of targeted advertising.
Reach also increased awareness by creating a Direct Marketing bespoke mailing to next best 6k independent stores with category and brand story and an offer to redeem in their cash and carry.
They repeated the blitz over three days four weeks later to provide increased volume and encourage repeat purchase where the brand had sold through.
The launch facilitated the strongest New Product launch within the sector with over 90% distribution in the top 80% of the store market value and sampled the product in over 600 stores.
Visbility was ensured through direct sales of over 40,000 cases and every new distribution point was supported with POS.
With listings now in Boots, Morrisons, McColls, Sommerfield and WHSmith Travel, and over 15,000 independent stores, the product is set to dominate this Summer.
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