Britvic Really Wild Launch Mailing

Client Challenge:

In a climate of legislative confusion and caution among key decision makers in education, Teamwork was tasked with launching the Really Wild Drinks Company brand into the  education sector.  Soft drink competitors have a strong presence in trade press and are gaining new listings through communicating they are a ‘must stock brand’.  Britvic has a big brand offering with a strong personality, but one that needs developing in order to dominate its soft drink offering to children. Our first objective was to raise the profile and awareness of the brand to the key decision makers in local authorities and schools, focusing on three reassuring key product messages

• Really Wild drinks conform to all new government regulations
• They provide one of the five recommended daily portions of fruit & veg
• They are preservative-free

Our campaign:

A direct mail campaign was created to introduce the Really Wild Soft Drinks company range to the key decision makers and influencers in the local education authority, and to target schools not listing Really Wild Drinks Company products.  We adopted a two-tier approach, targeting LEAs with a high impact 3-dimensional mailer, comprising ateaser ‘wild thing in transit’ box containing two product samples, a glossy presenter detailing the product attributes and a personalised letter.  1,000 schools received a simplified mailer with a branded envelope, glossy presenter and personalised letter including the opportunity to email for a free trial case of product.  The campaign has elicited an excellent 8% response to date and two authorities have approved the product for distribution in 29 schools.

For further information please contact:

Paul McGann, Head of Teamwork at Brahm on 0113 230 4000 or email p.mcgann@brahm.com

Alternatively or call Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com