A superhero-branded milk drink aimed at young children is taking advantage of the summer smash hit film Fantastic Four to add excitement to the flavoured milk category.
Slammers, a brand already established in the US by Bravo! Foods, is a three-strong range of flavoured fortified drinks in Amazing Chocolate, Cosmic Strawberry and Xtreme Banana flavours - each fronted by comic book heroes Spider-Man, the X-Men’s Wolverine or The Thing. The Thing, a rock-like man with superhuman strength, is one of the Fantastic Four.
David Diggens, director of Drinks Brokers, which is handling sales and marketing of the brand in the UK, said although the drinks have no
promotional tie-in with the film, consumers would make the connection between the two.
“The amount of awareness that has been created by Fantastic Four has been a great assistance and it is the reason why we launched [the drinks] when we have.”
A £1m advertising and promotional support package, including in-store sampling, will further generate awareness.
Coca-Cola is in talks to buy control of Bravo! Foods to add to its growing portfolio of healthy drinks, which could lead to greater promotion and distribution of the brand.
Aimed at four to 14-year-olds, the low fat UHT milk drinks, in cartons with straws, contain added vitamins to appeal to parents and are designed to bring life to what Diggens called an uninspiring category.
“It’s a way to get kids back drinking milk. We hope we have a winning formula in an otherwise boring fixture. UHT milk needs life breathed into it and this product does that.”
Launched into Sainsbury and Tesco with an rsp of 59p, the drinks have an ambient shelf life of nine months.
Listings in Asda and Somerfield are due this month.
Stefan Chomka
Slammers, a brand already established in the US by Bravo! Foods, is a three-strong range of flavoured fortified drinks in Amazing Chocolate, Cosmic Strawberry and Xtreme Banana flavours - each fronted by comic book heroes Spider-Man, the X-Men’s Wolverine or The Thing. The Thing, a rock-like man with superhuman strength, is one of the Fantastic Four.
David Diggens, director of Drinks Brokers, which is handling sales and marketing of the brand in the UK, said although the drinks have no
promotional tie-in with the film, consumers would make the connection between the two.
“The amount of awareness that has been created by Fantastic Four has been a great assistance and it is the reason why we launched [the drinks] when we have.”
A £1m advertising and promotional support package, including in-store sampling, will further generate awareness.
Coca-Cola is in talks to buy control of Bravo! Foods to add to its growing portfolio of healthy drinks, which could lead to greater promotion and distribution of the brand.
Aimed at four to 14-year-olds, the low fat UHT milk drinks, in cartons with straws, contain added vitamins to appeal to parents and are designed to bring life to what Diggens called an uninspiring category.
“It’s a way to get kids back drinking milk. We hope we have a winning formula in an otherwise boring fixture. UHT milk needs life breathed into it and this product does that.”
Launched into Sainsbury and Tesco with an rsp of 59p, the drinks have an ambient shelf life of nine months.
Listings in Asda and Somerfield are due this month.
Stefan Chomka
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