Diffusion appointed by wow to launch the UK’s first juice with chia seeds
Europe’s first chia seed based drink,wow, has appointed Diffusion as its retained agency to handle its launch in the UK. Following a competitive pitch process, the integrated communications agency has been selected to build brand awareness for wow through a content-driven campaign.
Diffusion has been tasked with developing and implementing an integrated campaign to convey wow’s “Made Amazing” proposition. Working alongside the brand’s internal marketing and communications team, Diffusion will create a series of consumer activations that will bring wow’s proposition to life through traditional, social, digital and experiential platforms. A dedicated press office campaign will promote wow’s offering within the category across food and drink, consumer lifestyle, health and wellbeing titles as well as trade and corporate media. Activity will also span events and experiential, blogger, vlogger and influencer engagement to inspire and excite the brand’s audience.
Diffusion’s campaign will educate consumers on the product benefits and highlight how each bottle is carefully “made amazing” through use of ingredients, processes and practices. PR will centre on inspiring people to feel amazing and showcase the brand’s unique positioning.
Oliver Dickinson, co-founder of Wow Food & Drinks commented: “As the first offering of its kind in Europe, we needed an agency with a fresh and creative approach to build awareness for wow and capture the imagination of our target audience. The Diffusion team had strong experience in the food and drink category and with new FMCG product launches. They showcased strong insights around the UK market and understood the direction we want to take the brand, broadening its appeal and relevance, enabling us to deliver the feeling of amazing to everyday life.”
Remy Le Fèvre, head of consumer at Diffusion commented:“As the first chia seed based drink in the UK, we’re really excited to introduce wow to consumers and the industry. It’s no secret that the UK drinks market is hugely competitive which is why it’s essential for brands such as wow to build meaningful and authentic relationships with consumers. Diffusion’s campaign will draw on our experience working with challenger brands in the food and drink space, and our extensive network of media and influencers.”