Client: Reef, UK
Campaign Overview: A national sampling and publicity campaign
A sampling and promotional campaign took this relatively new brand from obscurity to becoming one of the best selling pre-mixed spirits drinks in the UK.
A national sampling campaign was undertaken, whereby two “Reefuelling stations” in the form of American Winnebagos were taken on a road show all over the UK from Edinburgh to Brighton. Reef ‘chill out’ sessions were staged in key cities with the new Reef flavours being served by promotional teams.
The media campaign was two fold; creating coverage on a local level in publications such as The Birmingham Post and Brighton Evening Argus and high profile features in the national press with coverage in The Guardian, FHM and Stuff magazine.