Tropical soft drink brand unveils new summer campaign to capitalise on the heatwave Rio
- Soft Drinks has unveiled a new summer campaign inspired by the brand’s fruity tropical flavours, to help retailers maximise sales in the sunshine
- The Sunshine Sells campaign is comprised of engaging trade activity including in-depot sampling activations and exclusive competitions
- The summer campaign is set to achieve maximum brand exposure – with touchpoints across trade advertising, social media and consumer sampling activations, rolling out in August across key UK cities
This summer has been the hottest to-date, leading soft drinks brand Rio unveils latest campaign – Sunshine Sells. This campaign marks an exciting time for the brand, particularly during a time of growth, with Rio being positioned a top 5 ranked SKU in Fruit Carbonates[1].
A summer campaign inspired by Rio’s super fruity flavours whilst driving the brand’s core values, to live by the Rio ethos of celebrating the warmer weather and golden sun.
Launching this month, the campaign is set to drive maximum brand awareness and engagement, supported by an exciting array of trade activity. This includes the set-up of creative and visually striking in-depot sampling activations which will playfully feature the brand’s iconic Marmoset and engage retailers.
However, it doesn’t stop here. Encouraging retailers and wholesalers to engage with the brand further, traders will also be invited to participate in exclusive competitions. Retailers will be offered the chance to win bespoke prizes for their stores including a branded chiller, POS and free stock from the deliciously tropical Rio range – ideal to help combat the heat this summer.
Backed by a large campaign spend, the fruitful summer campaign is set to achieve maximum brand exposure – with touchpoints across trade advertising as well as social media.
Throughout August, the brand will also be spreading the sunshine even further, by activating fun consumer sampling activations in bustling locations across the UK. In handing out chilled cans of Rio to the nation on sunny days, there’s no doubt in saying that range, made with real fruit juice, will transport the nation’s taste buds to sunny climes and tropical seasons.
Now more than ever, demand for Flavoured Carbonates is on the rise, with insight positioning the Flavoured Carbonates category as being the 3rd largest in Soft Drinks, worth over £239m and growing +8% YOY[2]. This in turn points out that Rio is set to offer huge growth opportunities for retailers; and with a range of products such as Rio Tropical and Rio Tropical Light on offer to suit varying consumer needs.
Adrian Hipkiss, Marketing and International Business Director at Boost Drinks, said “Summer is a key sales period for retailers of course, but when the sun is shining consumers look to spend more on soft drinks. That’s why following record breaking temperatures, we’re hoping our Sunshine Sells campaign will inspire and support our customers.”
Rio Soft Drinks are available in wholesalers nationwide in 24 x 330ml cases and 12 x 500ml PET, contact your Boost sales representative for more information.
[1] IRI Marketplace Data Symbols & Independents 52 weeks sales to 15th May 2022
[2] IRI Marketplace Data Symbols & Independents 52 weeks sales to 20th February 2022
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