Nichols PLC is spreading ”Feel Goodness” this summer with the launch of a major £2.2million above the line campaign for its best-selling adult soft drink, Feel Good Drinks.
Alongside targeted online, PR, outdoor and broadcast activity, the brand is set to give away over 70,000 samples in cities across the UK from July to September. Taking place in an unusual venue – the back of a black cab – the taxi will offer free rides, double up as a photo booth and give compliments to riders and passers-by, spreading the feel-good feeling.
To kick off this campaign, the brand is taking 100 women on an all-expenses paid trip to skinny dip in Malaga, tying in with its 100% Natural, 100% Feel Good message. The event will then be filmed to create upcoming Feel Good Drinks advertising, which will air this summer.
The activity culminates in the sponsorship of Manchester Pride ‘The Big Weekend’ in August, where the brand will take over the city centre with over 10,000 samples. A Feel Good VIP bar and parade floats, as well as high footfall 48 outdoor sheets, will add to the brand’s visibility at the event.
After investing in an overhaul of its entire offering last year to ensure it is providing consumers its best-ever product formulation and packaging, Feel Good Drinks value sales are up +20% and the brand is currently outperforming Premium Carbonates by +16% and Total Soft Drinks by +29% (Nielsen Value Data, 26 weeks vs PP, 21.05.17).
The brand recently launched into the £1billion water category with the introduction of Feel Good Infusions Water; a 100% natural ready-to-drink water, infused with three delicious on trend flavour combinations. Now, it is looking to further expand, supporting marketing activity with a nine month distribution drive across the North West, Midlands and in London.
Ed Jones, senior customer marketing manager, says: “Feel Good Drinks is an exciting brand within our portfolio. It meets all of the criteria that we know health conscious urbanites are looking for in a soft drink – great contemporary flavours, all natural ingredients, low calorie and no added sugar. And its latest product, Feel Good Infusions, is bang on trend with flavoured waters growing twice as fast as the soft drinks market.
“That’s why we’re investing heavily to ensure it is trialled in our biggest cities and at the biggest events – we’ll be giving away more product than ever before. Retailers can make the most of the increased awareness by heroing Feel Good Drinks clearly in-store.”