We helped Rio's relaunch reach retailers
Hall & Woodhouse
Plum Ideas were asked by Hall & Woodhouse to communicate their zesty new rebrand of iconic soft drink, Rio.
The Dorset-based brewery and drinks company gave their long established Rio brand a fresh and funky reboot, and needed to communicate this new look to the independent convenience retail sector.
Given Rio’s focus on the independent sector, effectively communicating the brand’s new look was critical. Hall & Woodhouse appointed Plum to help promote the brand’s fresh new style because of our vast experience with the independent convenience sector. We have worked with a number of household food and beverage names to drive distribution in this sector, including Tayto, Jordan's, Red Bull and Chewits.
INSIGHT AND SOLUTION
We developed a communication programme that used both direct mail and trade press advertising to announce the relaunch; and adapted the brand’s new consumer branding style to create lively and engaging marketing materials. The new tagline ‘Celebrate the Sunny’ was adapted to become ‘Sunshine for Your Sales’; which we used across all trade communication. We made sure to emphasise Rio’s heartland of independent operators, a crucial element of the brand’s values and proposition.
A free POS kit was produced which retailers could request and to drive distribution an exclusive offer was included in the direct mail, which incentivised retailers to stock-up. Sophisticated production and personalisation techniques enabled us to track and analyse offers.
In order to drive distribution, we included an exclusive offer within the direct mail campaigns which encouraged retailers to stock Rio’s new 500ml bottle format.
There was a double digit response rate achieved, with retailers redeeming coupons from the mailer within Cash & Carry, an increased rate of sale across all formats and a big take up
of POS kits from retailers.
Follow-up research of the new pack branding, formats and PMP showed a very favourable reaction with significant numbers of independent retailers stocking up since the relaunch, and taking on the new bottle format.