Rio Header.png

We helped Rio's relaunch reach retailers

Hall & Woodhouse

  • Direct Mail

  • Trade Press

  • POS Kit

OBJECTIVES

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.

Rio Drink Shot.png

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. 

Rio Mailer Shots.png

RESULTS

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.

WORK WITH US

We’re here to listen and work with you to build your business through original and cost-effective creative communications.

Get in touch now to see how we can help:

ideas@plumideas.co.uk or 01384 697980