Challenge
To drive trial and repurchase via the brand’s sponsorship of London 2012 – without focussing on sport!
Solution
We dressed bottles with the iconic Jessie J hairstyle to get attention, and appealed to our target market's interests by inviting them to party with her during the games.
Result
A 27% increase in volume sales YOY (50% at Tesco) during the promotion, 17,000 entries and a MAA award.
£250K press campaign driving to store
