the solution

A hard-hitting campaign plan with a multi-channel approach – a strategy we know brings NPD front-of-mind!

We knew operators would be impressed upon tasting Jolly’s premium portfolio of soft drinks and in particular its hero SKU, the feisty and spicy Ginger Beer, so we arranged Buyer’s Boxes with heavyweight media house H2O, compiling samples of the flavour-packed range,  eye-catching sales literature and a compelling reason to stock.

But, we know buyers don’t buy immediately! So, we arranged trade media, an always-on press office and influencer gifting to the hottest mixologists in the business to ensure this range was impossible to overlook.

Not only that, but we secured exclusive sponsorship of the bar industry’s most coveted awards, the CLASS Bar Awards at Battersea Arts Centre, putting Jolly’s Drinks directly into the hands of our target audience. Jolly’s Still and Sparkling Water was stocked in every fridge at the event, ensuring constant branding across the evening along with the opportunity to present an award category.

To further spread the word about Jolly’s NPD, we also targeted retailers through a trade PR campaign with earned coverage secured in influential trade titles The Grocer, Wholesale Manager and Retail Times.

Plus, to capture the attention of UK consumers, we delivered a stand out consumer PR campaign securing earned media coverage in national and broadcast press alongside competitions, media gifting to top tier journalists and sampling opportunities. As a result, Jolly’s was featured on ITV’s Love Your Weekend with Alan Titchmarsh, BBC News online, Stylist, Marie Claire, Delicious, Dadsnet and many more media platforms.

To round off the campaign, and position Jolly’s as a great cocktail mixer, we also arranged for the brand to participate in RumFest, the UK’s leading consumer and trade rum event founded by The Rum Ambassador Ian Burrell. Jolly’s were the main mixer brand at the event with brand exposure to 2,524 guests over 3 days. A bespoke Jolly’s cocktail menu, created by Ian Burrell himself, was also created and served in the VIP lounge at the event delivering top notch awareness to a very targeted audience.