Shloer revamp delivers Shloer reimagined

Shloer, the No.1 Adult Soft Drink (ASD) in Britain1, is unveiling a striking new logo and graphics this summer.  The step-change redesign is injecting a sense of fun and sociability into Shloer’s appearance and is being rolled out across all elements of the recently expanded range, bringing a uniformity of approach across the entire brand.

Shloer is well-regarded as a fun and exciting alcohol alternative and the new packaging design brings that personality to life through the introduction of a bold iconic ‘S’ device.  Using flavour-related colours, the sparkle-adorned S design is a contemporary way to bring both vibrancy and individuality to all elements of the range.

Owned by SHS Drinks, Shloer is the go-to drink for any occasion; the redesign leverages the brand’s category leadership and heritage but resets the personality to focus on Shloer’s sociable and playful aspects.  ASD consumers want more from their favourite brands and the new look will encourage reappraisal.

As the first phase of a £1.4m marketing support package for Shloer this year, a high-profile consumer PR campaign for Shloer Spritzed will drive overall brand awareness across the summer.  A squad of bloggers and influencers will spread the Shloer love via engaging content reaching over two million consumers; a  programme of competitions and editorial coverage will raise awareness and deliver brand profile in consumer magazines;  an exclusive partnership with Backyard Cinema’s ‘Summer Nights’ events will drive trial at 72 outdoor film screenings for six weeks from mid-July.

Shloer is targeted at women aged 28-48.  Trends for alcohol moderation and healthy lifestyles mean that the ASD category is more relevant to this consumer group than ever before.  Consumers opt for Shloer as a positive drink choice; the brand is playful, energetic and inclusive – its drinkers are part of the action and don’t feel like they are missing out.

Shloer is Britain’s No.1 adult soft drink1, accounting for four of the top five single-bottle SKUs in the total ASD category2.  With a redesign that puts sociability and fun at the heart of the brand, innovative NPD building on the strategy of mirroring key social occasions and significant marketing investment, Shloer is spearheading the ASD category in 2019.

Nick White, head of soft drinks at SHS Drinks, says: “Shloer is friendly and informal with a sense of fun; our rebrand brings this personality to life on pack and will greatly increase engagement and shelf stand-out.  Our products are still the same great quality that consumers know and trust, but our look is now very much Shloer ‘reimagined’.

“Shloer is all about sharing – be that sharing a drink or sharing the good times.  The combination of our new design and our new products will make Shloer more relevant to more consumers on more occasions,” concludes White.