Cawston Press has launched a £500k marketing campaign promoting its sparkling drinks, and expanded its range with a 750ml format.
The campaign – which includes above the line media, out of home, PR, sampling, promotions and social media activity – represents the brand’s biggest investment to date.
It is live now and will run until the end of July, by which time it will have been seen an estimated 17 times by a projected 5.7 million UK adults.
The campaign would highlight that Cawston Press drinks are made from 100% real pressed fruit and sparkling water, and introduce the brand’s new tagline ‘No jiggery pokery’.
It coincided with new research carried out through YouGov, which showed that 60% of UK adults were concerned about the amount of sugar, sweeteners and ingredients in fizzy drinks, and 63% would prefer if their drinks were made with more natural ingredients, said the brand.
Cawston Press head of marketing Laura Hedderman said the findings were “reflective of a shifting consumer attitude to make more informed decisions, which we’re pleased to cater to”.
“We pride ourselves on making great-tasting sparkling soft drinks, using real pressed fruit and sparkling water,” she said.
The brand has also poured two of its best-selling sparkling drinks – Sparkling Rhubarb and Sparkling Elderflower Lemonade – into 750ml glass bottles intended to be “shared with family and friends”.
They have rolled into Waitrose, Ocado, Booths and Amazon (rsp: £3.49/750ml).
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