Page 26 - August 2020 Inform (H-F200)

BOTTLEGREEN
Retail
In response to COVID-19, the bottlegreen team fast tracked an activation
plan with Waitrose to tap into online demand, driving brand awareness and visibility through targeted search banners and an online sampling programme for myWaitrose shoppers. From experiencing below average
sales during the pandemic, this innovative activity resulted in a +34% increase in presse sales
with a halo effect on our cordial range. The Waitrose media
plan also unlocked brand partnership opportunities with Cotswold Gin and 6 O’clock
Gin, generating rich online content for the month ahead.
PR
Following a surge in online searches for ‘at home
cocktails’ the team launched a ‘Find Your Flavour’ campaign. Our creative range of ‘locktails’ quenched consumer’s thirst for compelling content. To amplify the brand’s flavour credentials, we partnered with cocktail guru Pritesh Mody, to develop five unique twists on classic cocktails, with inspiring tutorial video content.
Through engagement with media titles that index highly with our target audience, we secured nine pieces of editorial coverage including Express Online and a branded prime time feature on Channel 4’s Sunday Brunch. We also recruited five premium lifestyle influencers to create inspirational, accessible content that showcased their favourite bottlegreen flavour combinations and encouraged followers to find their own flavours, with a total potential campaign reach of 81,993,616 across editorial and social platforms, with influencer results and insights yet to come!
Social
With the onset of lockdown, our challenge was to utilise Facebook and Instagram in a way that connected with our audiences. The team quickly adapted the focus of posts to tap into moments that consumers would readily identify with. Our ‘at home’ cocktail and baking series and ‘sip back and relax’ brand campaign provided collateral for consumers to enjoy moments of tranquillity from the
comfort of their own home.
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