News
THE RIGHT MARKETING MIX FOR J2O WHITE BLEND
Britvic has tasked KLM with supporting the trade launch of its new J2O White Blend range, featuring two brand new versions of the UK on-trade’s most popular packaged soft drink.
Specifically designed to complement food, J2O White Blend White Grape & Kiwi and Red Grape & Blackcurrant offer a lighter, more refreshing taste, ideal for food occasions and beyond.
Staff engagement holds the key to any free trade launch. They’re in a unique position to drive incremental sales but can lack the motivation that makes the difference. Our brief was to deliver a toolkit, which showed managers the profit potential of staff advocacy, while giving the staff themselves the knowledge and encouragement to be more proactive in selling additional soft drinks, particularly White Blend.
Rather than be satisfied with a standard POS solution, KLM developed a kit that would more actively engage staff, incentivising them to demonstrate their understanding, whilst taking some of the responsibility for training away from licensees.
Each member of staff was given a scratch card that tested their product knowledge, in return for the chance to win in a prize draw. To help improve visibility in outlet, a ‘best display’ promotion ran simultaneously, inviting licensees to send in their pictures of a White Blend display, for the chance to win a 50” TV for their bar.