Belvoir Fruit Farms is taking the plunge this summer and investing £2.5 million in two major family friendly events. The Sip & Dip Pool Parties aim to promote their family of drinks to key consumers, supported by an on-pack promotion with £500,000 worth of prizes to be won. The promotion runs across key products in all 250ml, 500ml and 750ml formats and includes national and local advertising, key instore-features and trade incentives.
For two consecutive weekends in July (6thand 13th) Belvoir will be taking over stylish lido venues in London, Park Road Pools in Crouch End and Brockwell Lido in Herne Hill to create a Summer Pool Party vibe complete with headline DJs Lauren Laverne (pictured), Alice Levine, Kate Nash and All Saints Melanie Blatt.
During the family friendly day, there’ll be children’s entertainers and activities, pool inflatables, a choice of food, mocktails, lashings of Belvoir drinks and ice lollies. And in the evening, the party really gets started as the adults let their hair down with cocktails, DJs and dancing as the sun goes down. Who needs Ibiza or Glastonbury!
The events are ticket based and a mini-site, www.sipanddip.co.uk provides all the necessary details about how people can buy tickets and up to date news about the events.
The Sip & Dip pool parties are a new, engaging venture for Belvoir and will be supported by social media activity, national and local press & outdoor advertising, competitions and PR. The key will be the on-pack promotion to win a ‘Sip & Dip’ experience at home which will run on 3 million bottles, across Belvoir’s best-selling Cordials and Sparkling Pressé lines, with over 3,000 prizes to be won.
Bottles on shelf will carry a neck collar with a code that must be inputted on the Belvoir website to see if you’ve won. There are 3,300 kits to be won, rated gold, silver and bronze, to help the winner create a fantastic ‘Sip & Dip’ experience at home. The great prizes include inflatable hot tubs, paddling pools, branded Belvoir beach towels, branded beach balls, picnic plates and glasses, family cool bags, ice buckets and of course a selection of Belvoir drinks.
The promotion goes live from 20 May and runs through June, July and August.
Pev Manners, MD for Belvoir Fruit Farms says: “The Sip & Dip events are a really exciting and major investment for the business, and we think they perfectly convey our strapline of ‘Made for Good Times’. Our drinks are served at social occasions be that with family, friends or just when enjoying some well-earned ‘me time’ and we want our Sip & Dip events to create some new Good Times our consumers will remember. If they can’t join us at the Lidos, they have a chance to create some Good Times of their own at home by winning one of our Sip & Dip kits via the on-pack promotion.
“It’s a joined up piece of activity supported by above the line advertising, social media and PR which we hope our consumers will love and which will drive sales for our trade customers to appreciate.”