Youth, planet and peace were core values for Bob Marley, and those values live on through Marley’s Mellow Mood. Created in partnership with the Marley family a donation from every sale goes to the Marley’s official charity 1Love.org (over $100,000 already gifted).
Falling into the soon to be huge ‘relaxation’ category, Marley’s Mellow Mood sold 1 million cases in the US alone in 2011 and is on course to treble that figure in 2012.
So, what’s the reason for this phenomenal success? Well, these drinks taste great, they look great, and with the enduring image of Bob on the can, they speak with a trusted voice to a whole new generation of discerning buyers.
To mark the 50th anniversary of Jamaican Independence, Marley’s Mellow Mood launch Mango Lite (soda) to the growing product range which includes Berry and Citrus sodas alongside ice teas Black Tea with Peach Raspberry and Passion Fruit & Green Tea with Honey. Launching here in the UK first, Mango Lite is the first low calorie variant in the range.
Having sold in excess of £2 million retail value in 2011 in the UK, the brand are set for big things in 2012.
This month Tesco Express and Tesco Extra began stocking the range and initial sales are very positive. The convenience sector remains a priority this year, and the ever growing impulse battleground of the petrol station forecourts is an area Marley’s Mellow Mood is doing particularly well in. Already on sale in 92 Park Petrol stations, they have just done a deal with ESSO to be listed nationally.
The essence of Bob Marley under pins Marley’s Mellow Mood: chilled, effortlessly cool, resolute, socially conscious and anti-corporate. Marley’s Mellow Mood will encapsulate this ethos and take it on the road with Relaxation Generation – a bespoke, youth orientated music event. Happening this summer, this will feature the best in about-to-be-huge music acts, bring the best festival attributes to an interesting urban space and assemble a host big-name partners to create an unbelievable experience.
Other 2012 outdoor activity includes a regeneration of Bob Marley Way in Lambeth and sponsorship of the Pro Junior UK Surf Tour. Marley’s Mellow Mood is also working with Universal Films to promote the highly anticipated DVD release of the Kevin McDonald film MARLEY.
Marley’s Mellow Mood Brand Manager John Mulvey comments: ‘Marley’s Mellow Mood relaxation drinks are just one part of a wider lifestyle proposition and our consumer activations this year reflect that. Clearly, we benefit from the musical heritage the Marley name affords us so music is a key lever but our programme is broader than that, and equally about applying Bob’s message to a certain way of life. Authenticity, sustainability and charity are the values that guide us and our dedication to them is born out in our relationship to the Marley’s global charitable platform, 1love.org.’
Commenting on the collaboration of Marley’s Mellow Mood and 1Love.Org, Cedella Marley, Bob’s daughter, said: “Marley’s Mellow Mood helps move my family’s mission forward with the principles of our father’s belief in that calm breeds peace, respect and love, while 1Love.org helps pay those messages forward”.
Marley’s Mellow Mood