To raise the corporate profile of Britvic Soft Drinks, communicate brand launches and initiatives and leverage the company's category management programmes across all retail sectors to demonstrate the strength and relevance of the company and its portfolio. The activity ran for several years in the build- up to the flotation of the company.
We ran an award-winning, highly visible campaign targeting the trade and influencers via trade media, through direct contact and by involving them in the business and its brands. Key projects were run alongside the media relations activity to demonstrate knowledge, expertise, authority in the sector and to consolidate and build relationships with opinion formers.
BritvicSoft Drinks Category Report
We commissioned and wrote the first Soft Drinks Category report in the UK. Using market research, sales data and consumer insight, combined with category management advice, we created an important and much-anticipated annual document. The report was launched at high profile media and influencer events and coverage was generated over a long period as the document became the year round soft drinks ‘bible’. It was a key tool for the sales team who distributed it to the trade, helping them to demonstrate expertise and trends.
Britvic Trade Journalist of the Year Awards
A highly popular event running for five years, the awards were created to recognise excellence in the trade media. Following the rigorous judging process of more than 70 entries, the winners were presented their awards at a ceremony hosted by celebrities including John Humphrys, Alistair Campbell and Piers Morgan. The event grew in stature and became a must-attend annual event with extensive coverage secured in the trade media.
An independent survey of Britvic’s trade communications by Metrica showed that the company’s share of voice outweighed Coca-Cola 76:24. touch pr won Metrica’s Best Trade Campaign of the Year and a PR Week Award for Corporate Communications.