19 Mar 2008


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S&N UK launches 'Chill-Out!' campaign for the off-trade

Scottish and Newcastle

alcoholic drinks

beers lager and cider

marketing promotions

seasonal

Source : Scottish & Newcastle UK
Scottish & Newcastle UK is launching a new nationwide marketing campaign across its core brands this summer to offer consumers another refreshing way to enjoy the 'pub quality at home' experience.

Chill-Out poster

The 'Chill Out!' campaign, which will be launched in May, will feature an on-pack promotion that encourages consumers to collect three tokens from multi-packs of Kronenbourg 1664, Strongbow, John Smith's, Foster's or San Miguel, which can be exchanged for a branded ‘Chiller’ glasses.

The on-pack promotion will run in conjunction with an online competition offering 100 consumers the chance to win a 'Chiller' glass each day by logging on to www.refreshingthenation.co.uk

The ‘Chiller’ glass has an inner gel that freezes when placed in the freezer for two hours, enabling consumers to enjoy a perfectly chilled beer from start to finish, and therefore enhancing the overall consumption experience.

The ‘Chill Out!’ campaign has been developed following research carried out by the brewer and cider maker into the occasions for which consumers purchase beer and their needs for consumption.

The results reflect the rising trend for entertaining at home and consumers' desire to serve 'pub quality' drinks. Social gatherings over the summer months, such as barbeques or the Euro 2008 tournament will create further demand for refreshing drinks that can be enjoyed in an ‘at home’ setting and the campaign is aimed to meet this need and offer consumers a further purchase incentive.

Carol Saunders, head of customer marketing (off-trade), S&N UK, commented: “Our research shows that when entertaining friends at home, more than 80% of consumers like to serve ‘pub quality’ drinks.

"The ‘Chiller’ glass meets this need by providing consumers with a means of keeping drinks perfectly chilled while increase brand loyalty among both new and existing drinkers.

“The on-pack promotion will encourage repeat sales and allow us to effectively target people who consume beer and cider products in groups. The online aspect of the campaign will create more excitement, allowing individual consumers to interact with the brand.

“Communicating the chilled offering has become a major focus for S&N UK and we recognise that retailers can capitalise on the growing consumer predilection for creating the ‘pub quality experience’ in home which means that research reveals that shoppers are willing to pay more for the convenience of a chilled product.

“The ‘pub quality at home’ trend is a key driver in our category vision for the off-trade, which provides retailers with guidance on how to grow their sales and, in turn, the LADs category, by grouping brands that meet drinking occasions.

"A selection of the right brands placed in a chiller in the alcoholic drinks aisle could drive more trial and incremental sales.”

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Graham Tams	09 Jun 2008 10:34:38
WHY IS THE REFRESHINGTHENATION.CO.UK SITE UNAVAILABLE

Danny Lynch	12 Jun 2008 16:55:05
As Graham,It won't cost you a lot in glassware as the site is not available.None of the links are possible to access.

david lawler	27 Jun 2008 11:32:46
it appears these glasses can't be won as there is no way to enter

david lawler	27 Jun 2008 11:32:46
sales would soar if the free chiller glass was already attached to a promosional pack,[eg 1 glass in each 24 pack].

Stephen Abel	01 Jul 2008 08:28:57
I entered the competition and won,received my glass today!