// DELIVERED LISTING WITH SAINSBURY’S
OBJECTIVE
Launch the world’s first sparkling Vodka, creating a point of difference and stand out in a crowded marketplace to get the brand noticed by key retail grocery and on-trade buyers and to help generate listings and initially consumer sales via its mail order facility.
SOLUTION
Trial was all important for this unique drink, so a media and buyer event was hosted at Revolution Bar in Soho to convey its social side and encourage people to try it in a relaxed and fun environment. An extensive media relations campaign followed, focusing on interviews with the ‘inventor’ and generating consumer demand by playing on the unique sparkling sensation as an exciting new twist on vodka.
RESULTS
Over 70 trade and consumer journalists attended the launch event. This resulted in extensive coverage in all retail, drink and on-trade media with over 30 items in the three month launch period. Sainsbury’s contacted Vodka O2 directly from this coverage and a listing was secured in 250 stores nationwide. Wide spread consumer coverage then supported this listing in the national, men’s lifestyle, women’s consumer and food press.