Enco Products, pioneers in the UK’s world foods category, is set to shake up the functional beverages market with the launch of Marley’s Mellow Mood™ – a range of all natural relaxation drinks featuring Bob Marley on-pack.
The launch coincides with fast-growing consumer demand for functional beverages, introducing a brand bearing the name of a global music icon who appeals to people from all walks of life.
Marley’s Mellow Mood™, which has been developed and will be marketed in partnership with the Marley family, comprises two 355ml carbonates in cans, berry and citrus (rrp £1.59), and two 473ml iced teas in glass bottles, peach raspberry passion fruit black tea and green tea with honey (rrp £1.79).
The relaxants are made from all natural ingredients proven to reduce stress and relieve tension.
Consumers buying Marley’s Mellow Mood™ will be able to participate in a ground-breaking affinity programme that enables them to support Bob Marley’s vision of hope and unity. They will be able to select worthwhile causes and charities around the world which will benefit from the proceeds of Marley’s Mellow Mood™ sales.
The programme will be managed by the charitable website, 1love.org, created by the Marley family to support three main causes: youth, planet and peace.
“This is much more than a celebrity-led brand launch. Bob Marley is a global icon whose words and music changed the world and a figure to whom millions of consumers of all ages and ethnicities still relate today,” says Enco Products Marketing Manager Nyree Chambers.
“Marley’s Mellow Mood™ is the embodiment of Bob Marley’s philanthropic vision of ‘one world, one love’ and we are confident it will evoke a spirit of social responsibility among consumers, enabling them to help the lives of others around the world via 1love.org.”
Marley’s Mellow Mood™ will be backed by national sampling and advertising and an extensive social media campaign. A wide range of POS will be available and plans are underway for a Marley-themed concert in 2011.
“Rising numbers of consumers are actively seeking authentic brands with which they can connect on a personal level. Marley’s Mellow Mood™ has real depth and substance and will engage people in a way that very few other brands can. It’s a powerful proposition for retailers looking for products that can really resonate with consumers,” adds Nyree Chambers.
Enco Products has been appointed to handle sales and marketing in the UK by the Marley Beverage Company, a partnership between US-based Viva Beverages and the Marley family.
Marley’s Mellow Mood