Heinz launches LOL on tour with The Big Kick
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HJ Heinz has entered the UK soft drinks market with the launch of LOL, a new, lightly carbonated fruit juice drink, developed to offer a healthy alternative within the carbonated sector and aimed at younger consumers. The launch will be backed with a full programme of marketing initiatives and Heinz has appointed integrated agency, The Big Kick, to handle experiential, below the line and digital marketing for the new product launch.
Unlike most canned drinks, LOL contains no added sugar, no artificial sweeteners, no preservatives, no artificial colour and no caffeine and offers a healthier alternative within the carbonated sector; with one can offering one of the stated ‘five a day’.
In order to connect with its core target audience of ‘teens and tweens’, 8 – 15 year olds, The Big Kick has created a campaign designed to focus on shared fun time with friends, building brand awareness and drive trial. The launch in July will roll out throughout the summer in order to secure sustained visibility of the brand to the consumer in 2012 and includes sampling at festivals, such as Rockness, Paddle Round the Pier at Brighton, beaches and county shows.
Social media activity on Facebook (http://www.facebook.com/LOLDrinksUK) is geared toward generating content to extend the consumer journey by sharing LOL moments.
Annlouise Cawley, head of experiential at The Big Kick comments: “We have followed a dual approach with this campaign: we wanted to deliver a cost effective sample reach; achieved through teams of jet packers, and we also wanted to provide a fun and engaging brand experience. By creating an inflatable LOL emoticon pit, and a game to find a winning LOL ball, we can offer prizes including cans of LOL, and other branded items including stickers and temporary tattoos; a fun way to drive awareness and recognition of the brand amongst our target.”
Ali Wilkes, marketing lead at LOL and Heinz Explore, comments: “We are excited to bring the fruity fun of LOL to the nation. We know the taste, fizz and fun packaging will really appeal to kids, and parents can rest in the knowledge that LOL offers their children one of their ‘five a day’, whilst giving them a fresh and juicy summer drink”.
The LOL range includes Apple and Raspberry Juice drink (Razz Bri), Apple and Orange Juice Drink (O Ranj) and Apple and Blackcurrant Juice Drink (B Current)
