Halewood International, the UK’s leading independent drinks manufacturer, has launched a new multi-platform marketing campaign across Radio, outdoor, PR, social media and trade press, for its Crabbie’s Alcoholic Ginger Beer variants.
The new Refreshingly Adventurous campaign takes the brand in a new direction, tasking four up and coming artists, to create and develop concepts of what they see as Refreshingly Adventurous, utilising the unique properties of the Crabbie’s Alcoholic Ginger Beer bottle for a series of adverts.
The four artists included Hungry Sandwich Club, a Design, Illustration and Animation duo based in Leeds, Andy Smith an East Suffolk artist, Anthony Zinonos, a collage illustrator from South Africa and Matthew the Horse an illustrator, graphic artist, poet and educator. All designs are totally unique and feature the Crabbie’s bottle in different guises. The new creative will be showcased across smart screens, digital tube panels, 48 and 96 sheets and city centre screens.
Sitting alongside the outdoor creative is a brand new radio campaign featuring three 40 second versions voiced by Sean Keaveney, the BBC Radio 6 Music DJ, with a competition asking consumers to send in their refreshingly adventurous plans for Christmas providing the chance to win their dream adventure.
The new ‘Crabbie’s Time’ app has also been launched, which features presents and prizes to be won every day throughout December.
Claire Kelly, Marketing Controller at Halewood International, said: “The Crabbie’s range provides consumers with an exciting mix flavours and tastes, and we wanted to communicate to a different audience through our new creative. This campaign not only inspires, but it also excites and entertains consumers, engaging with them in more adventurous ways consequently spending more time with the Crabbie’s brand.
“Our aim was to create brand advocacy. Crabbie’s are not only famous for producing Refreshingly Adventurous drinks, but for communicating to consumers through new innovative adventurous ways.”
Made from a top secret recipe dating back from 1801, Crabbie’s Alcoholic Ginger Beer uses only the finest real ginger and spices. It’s steeped for up to six weeks to produce that deliciously spicy, crisp, refreshing ginger taste.
Crabbie’s Alcoholic Ginger Beer is available in four different variants, including Original, Scottish Raspberry, Strawberry & Lime and the brand new Citrus Twist.