Britvic Promo TRANSFORM YOUR PATCH by Arnold KLP London

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TRANSFORM YOUR PATCH

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Industry Non-alcoholic drinks, Business equipment & services, Corporate Image
Media Promo & PR
Market United Kingdom
Agency Arnold KLP London
Director Gillian Arthur
Executive Creative Director Jim Thornton
Art Director Jon Wicks, Rupert Depaula
Copywriter Anstice Murray, John Wilds
Released March 2012

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: BRITVIC
Product/Service: BRITVIC BRANDS
Agency: ARNOLD KLP
Managing Director: Hugh Treacy (Arnold KLP)
Director: Gillian Arthur (Arnold KLP)
Executive Creative Director: Jim Thornton (Arnold KLP)
Head Of Planning: Martin Smith (Arnold KLP)
Senior Planner: Chris Carter (Arnold KLP)
Creative Partner: Andrew Watkinson (Arnold KLP)
Art Director: Jon Wicks (Arnold KLP)
Art Director: Rupert Depaula (Arnold KLP)
Copywriter: John Wilds (Arnold KLP)
Copywriter: Anstice Murray (Arnold KLP)
Artworker: Mandy Player (Arnold KLP)
Head Of Creative Services: Doug Allen (Arnold KLP)
Senior Account Manager: Teresa Petrou (Arnold KLP)
Account Manager: Emma Drew (Arnold KLP)
Digital Producer: Sarah Jane Wood (Arnold KLP)
Digital Producer: Ned Mendez (Arnold KLP)
Media placement: On-Pack & Instore - Retail Channels - 1st February 2012
Media placement: Digital & Social Media - Twitter, Facebook, YouTube, Campaign Website - 1st February 2012
Media placement: Online Advertising - Facebook, YouTube, Target Audience Specific Websites - 11th February 2012
Media placement: TV Campaign - 2 Spots - ITV, Channel 4 - 11th February 2012
Media placement: Regional Radio & Live Reads - First Radio (Syndicate) - 19th March 2012

Describe the objective of the promotion.
In 2012, the Olympics is coming to the UK and the biggest brand in the world, Coca Cola, will be throwing an Olympian-sized marketing budget at it. But Coke is not our client. We represent David to their Goliath; Britvic have a smaller budget, smaller brands and no BIG sponsorship to talk about. A standard promotion plan wouldn’t cut the mustard and we couldn’t just outspend the competition. We need to outsmart them in order to maintain sales and market share at 2011 levels in the most challenging year that Britvic have ever faced.

Describe how the promotion developed from concept to implementation.

We noticed that pending national events of 2012 were stirring strong feelings of ‘belonging’ in people, who wanted to feel part of something positive and tangible in their LOCAL area.
This inspired us to develop ‘Transform Your Patch’. Every drink across every brand carries a 1cm² patch, representing a real 1cm² piece of land that will be regenerated into football pitches, skate parks, playgrounds and picnic areas all over the country. If consumers want to do more they can vote, nominate and volunteer for sites online, but if not, they can simply buy a drink and play their part.

Explain why the method of promotion was most relevant to the product or service.
By uniting 10 brands, the campaign had scale and impact that no single brand could ever deliver. By regenerating different types of outdoor space, every brand retained its identity and tone of voice, whilst benefitting from the scale of the Britvic portfolio, particularly in outlets where feature and display would be crucial in securing a high level of sales. With refreshment intrinsically linked to recreation and sport, we had a functional role to play, and on an emotional level, the campaign reflected the importance of 'community' amongst our brands, whether skaters, footballers or families.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This is Britvic’s biggest ever campaign. More brands, investment, communication channels and retailers than ever before. We’ve won trade support, with investment from national grocery chains and local independent retailers. Retail display and sales have outstripped all forecasts.
We’ve won the support of consumers, by passing ownership of the projects to them, meaning that advocacy and conversation online have already achieved unprecedented levels:
BSD share of soft drinks increased by 0.4% vs YA
Record level of Feature & Display points with 96% increase versus YA
9.5% volume increase following launch of campaign in Feb 2012*
* Source: Nielsen Scantrack, Total Grocery Multiples (Incl. Coop), Date to 17th March 2012