Diageo is planning a series of initiatives to promote the roll-out of the latest flavour of Archers Aqua and generate excitement.
The Exotic Passion variant, which went into Tesco’s stores in an exclusive arrangement before Christmas, is the first in a series of limited edition
lines to join the range. The nationwide launch, planned for next month, will be supported by advertising, sampling and instore promotions in addition to the £10m marketing spend going behind Archers.
The concept of limited edition flavours has been introduced by Aqua’s brand team in a bid to create “excitement” around the RTD and keep up with consumers’ changing tastes.
A spokesman for Diageo said: “The purpose of the limited editions is to bring continual news and excitement into the category. Every nine months a different flavour will be added to the core Raspberry, Peach and Cranberry range.
“There will only ever be four flavours in the range but if one of the limited editions does unbelievably well there is the possibility for it to replace one of the core flavours.”
The Exotic Passion variant, which went into Tesco’s stores in an exclusive arrangement before Christmas, is the first in a series of limited edition
lines to join the range. The nationwide launch, planned for next month, will be supported by advertising, sampling and instore promotions in addition to the £10m marketing spend going behind Archers.
The concept of limited edition flavours has been introduced by Aqua’s brand team in a bid to create “excitement” around the RTD and keep up with consumers’ changing tastes.
A spokesman for Diageo said: “The purpose of the limited editions is to bring continual news and excitement into the category. Every nine months a different flavour will be added to the core Raspberry, Peach and Cranberry range.
“There will only ever be four flavours in the range but if one of the limited editions does unbelievably well there is the possibility for it to replace one of the core flavours.”
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