Kingsland Drinks Group has launched two multi-channel consumer brand campaigns, focused on tapping into the growing appetite for RTDs amongst Gen Z consumers.
Mix Up is focusing on summer drinking occasions and al fresco get-togethers with a large-scale partnership with Heart radio, outdoor advertising, digital activity and an extensive sampling, PR and influencer campaign. The four-month campaign focuses on the release of four playlists unleashed to drive the affinity between Mix Up and music from now until the end of 2022.
Vin Crowd’s ‘Sip, Slay and Play’ campaign comprises a digital and influencer campaign led by popular lifestyle influencer Em Sheldon, plus a heavy weight PR campaign that tunes into its audiences’ use of Instagram and TikTok. Coupled with consumer research to find Britain’s most Instagramable hotspots, the brand will share a pipeline of sharable and user generated content throughout summer and autumn to drive peer to peer advocacy and sharing.
Jade Fowles, senior brand manager of Mix Up and Vin Crowd, said: “There has been an explosion in the popularity of canned wines and RTD cocktails among – especially at the Gen Z end of the market.
“Campaigns for Mix Up and Vin Crowd have been developed with a razor-sharp focus on our consumers, our goal being to unlock the brand personalities in the year ahead to strike a chord with consumers that want to engage with brands. We’ll be investing heavily in the coming months, and setting firm foundations to go even bigger in 2023. RTDs have been somewhat stifled in the pandemic, so it’s time to unleash their potential.”
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