Brand communications agency Richmond & Towers has been appointed by cranberry juice brand Ocean Spray to unveil its brand-new on-the-go cranberry drink, Sparkling Pink – in a bid to crack the fast-growing ‘naturally sparkling’ soft drinks market in the UK.
The announcement follows hot off the heels of a string of wins for R&T which has bolstered its food & drink division after recent appointments from Masons of Yorkshire, Rombouts and Lily O’ Brien’s.
R&T’s answer to Ocean Spray’s London-centric brief includes a high-impact print and online media partnership with Time Out London, as well as a targeted consumer media relations programme. All activity will fall under the banner ‘Bubbles with benefits’, designed to encourage 35-54-year-old health & wellness shoppers to discover the new low-calorie sparkling proposition which has the added benefit of vitamin C.
R&T’s CEO Nikki Thomson explains: “We’re delighted to be given the opportunity to work with Ocean Spray and help the brand to launch such an exciting new proposition into the UK market. We have a history of handling successful brand launches, particularly in the wellbeing space, and with this sector well and truly thriving at the moment we’re confident that our campaign will strike a chord with new shoppers and drive rate of sale. We can’t wait to get started!”
Ocean Spray Europe’s Marketing Director, Ken Dolan adds: “We were impressed by Richmond & Towers’ strategic and creative solution to our brief. The ‘naturally sparkling’ soft drinks market is new territory for us, but R&T demonstrated a solid understanding of the sector as well as our target consumer. That said, we’re confident that we’ve picked the right partner with the right know-how and expertise to deliver a hugely successful launch for Ocean Spray Sparkling Pink.”
The account will be handled by R&T’s wellbeing division.
Brooklyn Brewery (part of Carlsberg Marston’s Brewing Company) is the beer brand that revolutionised the American craft beer scene, and is renowned for its premium, flavourful range of craft beers. But when it came to breaking into the premium world category with its crisp and refreshing new pilsner, it needed… Read more
If you’re in the construction industry, learn this name: Buildxact. If you haven’t heard of them yet, you will soon. And if you’re a small residential builder, knowing the name could transform your life and your business. Read more
As the world opens up again once more, and we try not to mention the dreaded C word, we’ve been getting back into the swing of things and hosting events IRL – much to journalists’ (and our!) delight. From sipping rum in Cuba to launching new whiskeys in Dublin and… Read more