Drinks industry marketing
A leading European alcoholic beverage producer, with an award-winning portfolio of new and classic products.
Digital infrastructure, marketing automation, rapid implementation
Three weeks from brief to implementation
This drinks industry marketing project involved setting up the entire digital infrastructure for the UK launch of an international alcoholic drink product.
With no UK communications resource and very little brand ID, we needed to work fast to identify target audiences and then gather the information we would need to create a suitable brand identity and set up the most appropriate digital, online and social channels to reach and resonate with the target audience to deliver effective drinks industry marketing.
Time was the big challenge on this particular brief. The client approached us on January 6th and asked us to set up a completely integrated marketing automation and digital marketing infrastructure for a European beverage being launched in the UK – and they wanted it to go live on 1st February. To further challenge the matter, the only brand assets provided were two variations of the logo.
First off was the set-up and implementation of a suite of communications materials that could easily be applied to a marketing automation platform suitable for both trade and consumers. We had to ensure scalability and throughout the project needed to demonstrate compliance with responsible drinking directives. The rmcomⓒ marketing automation system was white labelled for the client, and integrated with the company’s website and Facebook pages to provide an automated email, SMS and social system across all their channels.
The Renew team developed a strong brand ID and created associated merchandising for the launch. Our in-house creative team styled the new identity, including logo treatment and directing photography to provide an image library for immediate and ongoing use. The creative team also established and designed themes for a range of social channels, ensuring consistency. Accounts were set up on Facebook, Twitter, Google+, Foursquare, Flickr, Pinterest and LinkedIn.
With the brand’s worldwide presence and heritage, it was important to take care to maintain a consistent style, while creating something that would appeal to the target 18-35 age group of the mixed-gender audience.
Renew also introduced the brand to a high-end jewellery marque and together they arranged and delivered a launch party for celebrities in an exclusive Chelsea gallery. Ongoing deliverables included artwork for point of sale materials, merchandise and large format applications.
The February 1st launch of the new product was highly successful, meeting the client’s target for units delivered and sales revenue.
The social campaigns successfully gained brand followers and website traffic
The execution of this drinks industry marketing brief was considered successful by the client.