The recently re-branded Simply Great Drinks Company – formerly known as ACPT, famous for its PomeGreat brand – this week launched an ambitious marketing campaign fronted by Olympic cyclist, Victoria Pendleton and supported by media doctor, Dr Christian Jessen.
It is putting £500,000 behind a large scale PR, digital and experiential campaign in a bid to drive category sales, reignite interest in the juice market and increase its market share.
The Be Simply Great campaign kicks off this week and will see editorial features and news across lifestyle press and TV with Olympic medal winner Ms Pendleton as the face of the campaign along with an expert panel (Jo Hemmings, media psychologist; nutritionist Charlotte Stirling-Reed; and Charlene Hutesbaut, the renowned fitness trainer), featuring throughout the campaign, plus a new website (http://simplygreatdrinks.co/) and nationwide tour over the summer.
Be Simply Great has been devised, says the company, “to challenge faddy diets and stringent exercise regimes in favour of a more balanced approach to a healthy lifestyle and within it drinking fruit juice”.
Adam Pritchard, CEO of the Simply Great Drinks Company, says: ‘The Be Simply Great campaign has been an extremely exciting development for the brand and will really help to cement us as a key player in the lifestyle arena. The idea behind our investment is dual focussed. It will resonate with consumers and breathe life into the category, which will in turn drive footfall to the juice aisle in retailers.
“Negative stories about sugar in fruit juice have hit the industry and sales have declined. Shoppers have become anxious about drinking juice. Although we may be one of the smaller players we are thinking big and tackling the issue head on.”
The new drink is already listed in Booker, and is available in Mango, Pomegranate and Cranberry varieties in a variety of formats.