NEW ARCHERS AQUA FLAVOUR SELL-OUT IN LONDON AND MANCHESTER
To support the TV advertising campaign, Diageo asked us to test-launch the new apple flavour of Archers Aqua in a controlled test across UK bars. With Diageo having no knowledge of the gay on-trade, we built an account database and helped their commercial teams sell-in the promotion in Soho and on Canal Street.
We incentivised trial by offering an apple shaped CD (with a single of the music from the ad 'Build me up Buttercup', covered by a certain Elton John before he got famous) or green feather boas for every 2 bottles purchased. The promotion was supported in outlet by a staff-incentive activity and bespoke POS.
The campaign was so succesful that stock of the new flavour sold out over the Bank Holiday weekend in which it ran.