Captain Morgan GB developed a tailored support plan for convenience retailers to celebrate the debut of its new RTD beverage featuring Pepsi Max.
To help retailers capitalise on Captain Morgan Original Spiced Gold and Pepsi MAX drink and the booming RTD category, the brand kicked off with a teaser campaign, gifting retailers up and down the country with an exclusive first look and taste of the NPD.
In addition, retailers were offered an array of bespoke POS suites alongside gifted stock to deliver stand-out in-store activations and create a buzz on social media.
Retailers who shared the best images on social media were entered into a prize draw to win six months’ worth of stock.
To celebrate the NPD, an exclusive consumer launch event in London called ‘The Mixer’ brought together retailers, industry influencers, DJs, Love Island stars and social media influencers.
Supporting their convenience-first strategy, Captain Morgan GB adopted a guerilla style approach to London-based retailers offering talent line-up posters promoting the event, and a pair of tickets to giveaway to their customers - helping to drive in-store engagement.
Atul Sodha, owner of Londis Harefield said it’s great that Captain Morgan have recognised that retailers are perfectly placed to deliver a great launch through our convenience stores.
“The support structure and The Mixer showcased the product – and with so many influencers in the room, it makes the launch relevant for the consumer too, as they can associate with the celebrities. In turn this helps us to be relevant when the product is on shelf. Having the chance to meet the Captain Morgan team also gave us a real insight into how the team is working closely with convenience retailers to make a splash with this launch,” said Atul.
David Mills commercial sales manager at Diageo commented on the convenience-focused approach:“Engaging with convenience and impulse retailers across the country is part of our long-term strategy here at Diageo, as we recognise the importance of the channel in driving distribution and launching innovation. RTDs perform particularly well in this channel as they’re easy to consume on-the-go so it made perfect sense for us to develop a bespoke activation plan to support the activity.
The initial launch of Captain Morgan Original Spiced Gold mixed with Pepsi MAX® has created a real buzz within the industry and we’re excited about the potential of this fantastic new addition to our RTD portfolio.”
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