Shloer is being relaunched for summer 2017 with a re-formulation with the flavour of Shloer being enhanced through higher juice content and all Shloer variants having no added sugar.
The transition to no added sugar ingredients has been achieved through the use of real fruit juice to enhance the quality and flavour of Shloer whilst ensuring it remains free from artificial colours, flavours and sweeteners.
The re-launch is being supported by an occasion-focused digital online campaign based on a new ‘…it’s a Shloer thing’ theme, suggesting how the different Shloer variants suit different types of occasion; with digital content featuring top tips for hosting BBQs, parties and events.
Jo Sykes, marketing director for alcohol & soft drinks at SHS Drinks, says: “With shoppers purchasing ASDs more frequently, particularly in convenience stores where frequency of purchase has increased by +18% over the past year (Kantar Total Convenience 52 w/e 01.01.17), we could see the potential to unlock future category growth by tapping into different consumption occasions and through making the ASD section of the soft drinks fixture more engaging and interesting.
“We’ll be driving awareness of the re-launch and reinforcing Shloer’s association with social occasions, including summer events such as BBQ and picnics, through engaging consumers with our online digital campaign.”