Bottlegreen, the premium soft drink known for its iconic green glass bottles, is to benefit from a multi-media ad campaign that will encourage consumers to incorporate the brand’s vibrant and delicious high-quality cordial flavours in other drinks in order to elevate serves.
Spanning outdoor, radio, and in-store executions, brand-owner SHS Drinks is backing the UK’s No.1 premium cordial1 and No.1 elderflower brand2 with the impactful ‘Add a Dash of Extraordinary’ tagline which has proven so successful since it was first introduced last year. The campaign will inspire consumers to create mouthwatering serves for both alcoholic & non-alcoholic drinks.
Appearing on digital six-sheet sites located within 500 meters of Tesco, Sainsbury’s and Waitrose stores, the brand’s instantly recognisable, conical bottle-shape forms the core creative concept for outdoor elements of the campaign. With the brand’s lead flavour, elderflower, as the hero cordial variant, the executions will engage consumers with witty lines such as:
- ‘It’s like evening wear for water’
- ‘Put the pro in prosecco’
2023 will see bottlegreen utilise radio advertising to support the brand for the first time ever. Rotating two executions – one explaining how bottlegreen’s flavoursome cordials can be used to pep up sparkling wine serves, and the other highlighting ways to enhance sparkling water drinks – the enlightening 30-second ads will air nationally across Absolute Radio, Virgin Radio, Magic, Greatest Hits Radio, LBC, and Smooth Radio, reaching an audience of ten million listeners.
Comprehensive shopper marketing activity will support the ad campaign in multiple grocers, with consumer competitions running in store and online in Tesco, Sainsbury’s, Waitrose, Ocado and the Co-op. Purchasers will be able to win ‘extraordinary’ UK getaway breaks to FarmStay locations nationwide or to Minster Mill, one of Andrew Brownsword Hotels’ luxury properties, or spa breaks via Red Letter Days.
The above-the-line campaign and in-outlet components will be further supplemented by extensive social media and influencer activity.
Sarah Lawson, head of marketing – softs at SHS Drinks, says: “The ‘Add a Dash of Extraordinary’ campaign highlights to consumers how simple it is to enhance their favourite drinks and make them that little bit more special, just that bit more extraordinary.
“Bottlegreen cordials are expertly crafted and hugely versatile, and this campaign showcases additional usage opportunities, whilst emphasising the brand’s quality credentials. This summer 2023 campaign is bigger and better than ever before, and including radio advertising in the bottlegreen support package for the first time will ensure that even more adults will discover the big difference a small dash of bottlegreen cordial can make.”
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