Crediton Dairy has unveiled plans to launch a first ever marketing campaign for its Arctic Iced Coffee brand next month.
The £1.8m push, using the tagline ‘Chill & smell the coffee’ will include an experiential Summer Roadshow – where the brand will attend a series of food festivals to promote the drink.
Arctic will also be promoted in both print and online, featuring hashtag #tastelife. Crediton has also refreshed the range’s packaging and invested in a new interactive consumer website.
Launched in 2016, the brand now has a 7.1% market share, making it the UK’s third largest RTD iced coffee brand [IRI Total Market Place 12 w/e 24 February].
Value sales jumped from just £651,000 a year ago to £3.9m on the back of increased distribution, strong rates of repeat sales and new consumers [IRI 52 w/e 24 February].
“The success of Arctic Iced Coffee is based on our being able to offer consumers a range of superb tasting, refreshing iced coffees; in convenient, environmentally friendly and stand-out packaging; all at an accessible and great value price point,” said Crediton’s head of marketing and insight Abigail Kelly.
“Our new campaign provides a strong platform for us to engage and interact with our target consumers really for the first time. It will, we believe, bring the Arctic brand to life, driving further trial, repeat purchase and long term loyalty.”