Emerge, claimed to be the UK’s fastest-growing value functional energy drink, is set to embark on its biggest ever marketing campaign this month (June 2013).
Boasting a record investment for the brand, the multi-faceted campaign will include a programme of activity including a debut on television, university sampling tours and Hollywood film partnerships. Promoting the brand’s new tagline, ‘Sorts You Right Out’, the combination of TV, PR, design and experiential marketing will help to increase brand awareness amongst Emerge’s young and predominately male target audience.
Headlining the campaign is a partnership with one of the summer’s biggest blockbuster movies, Warner Bros. Pictures and Legendary Pictures Pacific Rim. Continuing its consumer push, Emerge will also be investing in TV sponsorship for the first time as it teams up with Channel 4’s 4Music Network (which includes the likes of Kiss, Kerrang and Smash Hits).
A PR campaign focusing on the modern man’s code of conduct will also be carried out, underpinning the ‘Sorts You Right Out’ messaging and targeting key male media titles with competitions and newsworthy content.
At a grass roots level, the brand will also continue to feature at the Ultimate Street Car festival as well as joining forces with the sports website Teamer to find the ‘Emerge Sports Team of the year’. Furthering retailer relations, 2013 will also see the return of Emerge’s ‘Win a Billboard’ competition; contest open to all independent retailers stocking Emerge.
Calli O’Brien, brand manager at Emerge, said: “The Emerge brand continues to resonate with today’s consumer and we’ve been delighted with the year on year growth this has delivered. In order to continue this success, we’ve invested significantly in a marketing plan that will build the brand, encourage trial and help us reach millions of new customers in the process. With this activity, and our commitment to product development, we are already enjoying a successful start to 2013 and we look forward to an even brighter future.”