Australia’s best selling sparkling wine, Yellowglen, is launching a new pink variant with retail activation in Asda by The Marketing Store Leeds. The in-store activity is aiming to give the party season a bit of extra sparkle by positioning the delicious new drink as an ‘any occasion’ drink.
Yellowglen is already very successful in the Australian market and has 20% share of the sparkling wine market. In the UK, sparkling wine is becoming more accessible and is consumed more often by more people. The activity aims to increase awareness and encourage trial with ASDA customers and to promote the product attributes. The Marketing Store has devised an interactive activity, which will be in store on 26th November and will take place in 150 Asda stores.
Shoppers will be invited to try a twist of pink and experience the brand in a girly, but cool way by picking a pink bubble for a chance to win a fabulous pink SMEG fridge freezer. Players will also have the chance to win gorgeous Pink lip-glosses and nail files. Everyone who joins in the fun will get a free sample of Pink and an information booklet crammed full of great suggestions and ways to serve.
Katie Fraser-Smith, The Marketing Store says, “We have designed the activity and promotional mechanic to reinforce the brand message that you don’t need a special occasion to drink Pink, it’s an any occasion drink. The bubbles highlight the bubbly nature of the brand. It’s a fun, aspirational, girlie, modern, indulgent and classy brand.”
PINK’s launch is in response to comprehensive consumer market research with young women in their twenties which identified a gap in between Ready to Drink (RTDs) and sparkling wines. Research indicated that RTDs were often too sweet but that sparkling wines were too dry. In response, Yellowglen is launching PINK as an alternative for these drinkers, and for those sparkling drinkers looking for a more fruit driven, fresh sparkling wine.
Pink is a lively, refreshing sparkling wine with a distinctive light pink colour. It has a delicious strawberry fruit flavour with a hint of lime. A perfect way to add a little sparkle to any occasion.
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Notes to Editors:
The Marketing Store is a leading global Brand Activation agency with 11 offices worldwide, offering clients Brand Activation through five primary competencies: product innovation, experiential, interactive, direct and promotional marketing expertise. It has a global turnover of £275m and over 600 employees, 180 of which are based in the UK. The Marketing Store’s clients include ASDA, Cereal Partners Worldwide, Walkers Snacks Limited and McDonald’s.
This press release can be downloaded from and associated images viewed at www.prmandarin.co.uk
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