Following a successful relaunch last year and 38% sales increase year on year, with highest ever monthly sales on record in June 2010, Sunmagic, the range of 100% pure fruit juices, smoothies and juice drinks, is once again investing heavily into the brand with a new six figure ATL summer 2010 campaign.
The 12 week summer campaign (running from June to the end of August) features bus stop and billboard outdoor ads, trade and consumer press advertising, a new consumer website and online campaign – featuring a monthly competition to win Apple goodies including the new iPad – and PR activity.
The campaign boasts a new look and feel, focusing on the health benefits of Sunmagic, highlighting its ‘heart healthy’ components and one of your essential five fruit and vegetables a day. The new brand proposition ‘healthy has never been so tasty’, encourages consumers and retailers to choose the Sunmagic range as a healthier alternative to carbonated drinks. The range is also perfect for busy on-the-go lifestyles, catering for all ages and tastes.
The new consumer website, www.sunmagic.co.uk, is expected to reach views in excess of 10 million across the summer. Sparking further awareness of the brand across a wider audience driven by variable daily digital advertising support and a monthly online giveaway of the much sought after and recently launched Apple iPads and iPod touch.
Razin Ali, Sunmagic brand manager comments: “Last year was all about building our brand, which we have done successfully, achieving record sales during the recession in June ’09 and then again in July ‘09. In fact, over the last 13 years we have experienced double-digit growth, with our export sales exceeding expectations by 200% in the last year. Now, we want to build on that success by building brand loyalty with new consumers who have purchased for the first time and remained loyal, and encourage more retailers to stock Sunmagic.
“We are proud to say that the success of our brand has been built on four key principles:
1. High quality: we only use high-quality concentrate for all our juices, smoothies and juice drinks. This gives it a more premium taste and great quality.
2. Competitive pricing: Sunmagic is more competitively priced than chilled ranges, making it more affordable for both consumers and retailers. Also, because it is an ambient range rather than chilled it has a longer shelf life.
3. Investment in marketing: while other brands are cutting back, we keep spending more on promotion and marketing support.
4. A comprehensive range: our range offers massive choice from school-friendly cartons and customer-friendly tetra packs, to on-the-go cans and bottles. There is something for every kind of market.
“Essentially Sunmagic ticks all the boxes!”
Targeted ads have been featured online across websites such as online DVD rental company LOVEFiLM, to drive brand recognition against core target consumers and in focal outdoor areas, targeting major UK conurbations and cash & carry’s.
Ali continued: “As well as encouraging stockists and consumers to buy Sunmagic, we also hope to maintain the distribution we already have. With this in mind, we are also developing a new Sunmagic 100% Pure Fairtrade Orange Juice. This will further enhance our already healthy and sustainable brand.”
Sunmagic 100% juices and smoothies benefit from being 100% pure, with no artificial colourings, flavourings, preservatives and sweeteners. They also provide a natural source of vitamins and minerals and count towards the government recommended five portions of fruit and vegetables per day. The range of tasty and refreshing flavours can be enjoyed at any time of the day and year, whether in a pack lunch or on the go.
For further information or to be part of the success story and stock Sunmagic please visit:
call 020 7274 6090 or email firstname.lastname@example.org.