Premium mixer brand The London Essence Co., which is owned by Britvic, has launched a new marketing campaign encouraging consumers to elevate their drinks this summer. The campaign will run across TV on demand and social media platforms throughout June and July as the brand continues to educate consumers about the brand’s range.
The campaign is being promoted with the tagline ‘Exquisite mixers blended with distilled botanicals’, encouraging consumers to explore the range.
After identifying that 82% of cocktail consumers are interested in trying serves with a contemporary twist, the brand has curated a number of simple cocktail recipes that can be easily created at home and are designed to be lighter in calories. These easy to follow, step by step recipes, such as the White Peach & Jasmine Mojito and Spiced Ginger Beer Mexican Mule, are available for consumers to explore on the brand’s website and social channels.
Ounal Bailey, co-founder of The London Essence Co. says: “Our new campaign will be live over the summer months to remind consumers about our range of exquisite mixers blended with distilled botanicals to deliver the purest flavour. We want to remind drinkers to seek out high quality mixers and utilise our cocktail recipes to elevate their drinking experiences throughout the year.”
The full London Essence range is HFSS compliant and Britvic claims that 81% of the brand’s growth in the last quarter has come from buyers that are new to premium mixers.
Britvic has partnered with agencies Saatchi, The&Partnership and MSix to roll out the new campaign across BVOD and social media.