Levi Roots soft drinks, which is part of the Nichols plc family, is hitting the road this summer to help retailers increase sales of its newest variant, the mouth-watering Carnival Flava.
Kicking off 18th July and running until 9th September, a dedicated sales team will tour the Midlands and North West visiting independent retailers across the region. The initiative is a repeat of the 2015 Levi Roots soft drinks van sales campaign, which recently won an Institute of Promotional Marketing gold award in the non-alcoholic beverages category.
The activity is set to drive distribution and raise awareness of the recently launched Carnival Flava variant. The peach and papaya flavoured soft drink will be available to purchase from the van in a 500ml PMP format. In addition, a variety of POS materials, including wobblers, shelf strips, fridge stickers, and till talkers will be available to increase awareness and communicate a consumer-facing promotion to win a £20 iTunes gift card every day.
To enter the giveaway, shoppers simply need to enter the last four digits of the barcode on their bottle, into a dedicated micro site for their chance to win. Daily draws will take place between 18.07.16 – 11.09.16 with additional catch-all draws between 09.09.16 – 31.12.16.
Ed Jones, Customer Shopper Marketing Manager at Nichols plc, comments: “Levi Roots soft drinks has proven to be a hit with shoppers; in fact over 470,000 households consumed Levi Roots drinks last year*. Our van drive is a perfect opportunity to highlight the recent launch of the new Carnival Flava variant and help drive additional sales, supporting independent retailers.
“The brand is performing particularly well in the impulse channel with a year-on-year growth of 7.4% reaching a value of £3.8m**.
We know that our key target audience of male millennials are often visiting independent retailers for refreshments on-the-go.
“Following the completion of the van drive in the North West and Midlands, we hope to roll out the van drive campaign nationally. With this in mind we encourage retailers to stock up on our Levi Roots range, and in particular Carnival Flava, as well as the shopper marketing support package due to the expected rise in demand.”
* Source: Nielsen Value Sales, Impulse Scantrack & Grocery Homescan, MAT 21.05.16
** Source: Nielsen Value Sales, Impulse Scantrack & Grocery Homescan, MAT 21.05.16