56103

Hanna Lee Communications

  Website

  US - New York,  NY

  About Project

Situation:
The Launch of Fever-Tree Sparkling Pink Grapefruit
Fever-Tree, the UK company that pioneered the premium tonic and mixer category, reached out to its long-time agency partner, Hanna Lee Communications, Inc., to promote its new expression, Fever-Tree Sparkling Pink Grapefruit. The catch was that this was in Spring 2020 at the height of the pandemic lockdowns, when Fever-Tree’s on-premise channel was basically forced to shut. Undeterred, the agency launched a comprehensive media relations and sampling program to bring the liquid to the lips of key journalists. Fever-Tree Sparkling Pink Grapefruit has emerged as the company’s most successful product launch in its esteemed history.

The PR campaign spotlighted several key aspects of the new expression. Fever-Tree Sparkling Pink Grapefruit was the company’s first product developed specifically for the U.S. market that spotlights a quintessential American ingredient: handpicked pink grapefruits from Florida. With only 30 calories per 6.8 fl. oz. bottle, it aligns with health-conscious consumers. Moreover, the suggested pairing with tequila keyed into the skyrocketing popularity of the Paloma and leveraged this fastest-growing spirit category.

During the height of the pandemic, consumers stuck at home chose simple cocktails and the Fever-Tree Paloma, with just two ingredients, Fever-Tree Sparkling Pink Grapefruit and tequila, filled a gaping need. Sales at retail as well as on the company’s Amazon store, soared. In addition, Fever-Tree Sparkling Pink Grapefruit debuted at the Fever-Tree Porch at Bryant Park as part of its highly popular cocktails-to-go program during the pandemic closures.

Objectives:
Successfully launch and publicize Fever-Tree Sparkling Pink Grapefruit
Position Fever-Tree Sparkling Pink Grapefruit as a simple solution to making outstanding two-ingredient cocktails at home
Reinforce the messaging of elevating easy-to-make simple serve cocktails using Fever-Tree mixers, quality spirits and a garnish
Trumpet Fever-Tree Sparkling Grapefruit as the foundation of simple Palomas
Position Fever-Tree as a thought leader not only in beverage, but in understanding consumer behavior and creating innovative activations
Support Fever-Tree achieving its financial goals

Strategy:
To generate maximum visibility and buzz, we leveraged an intensive media relations campaign to launch Fever-Tree Sparkling Pink Grapefruit using 360-degree storytelling

Media Relations:
The agency conducted a full-scale media relations campaign targeting both consumer and trade publications

Results:
Thanks in part to our PR campaign, Fever-Tree Sparkling Pink Grapefruit has emerged as the company’s most successful expression launch ever
Fortune
Esquire
New York Times
Gotham Magazine
Imbibe
Shaken Daily
CNN
VinePair
Martha Stewart
Departures
Edge Media
CNBC
Bartender at Large Podcast
What We Are Drinking Podcast
A Lush Life Manual Podcast
SevenFifty Daily
The Manual
Real Simple
Amplified the media relations results through social media marketing across multiple platforms
Positioned Fever-Tree as a progressive marketer that continues to innovate in the mixer category
Reinforced the brand’s premise that outstanding libations can be made using just two ingredients, a premium mixer and a spirit, plus a fresh garnish
Despite the pandemic closures of the on-premise channel, Fever-Tree USA grew its sales by 23% for the year ending December 31, 2020, thanks to the great success of Fever-Tree Sparkling Pink Grapefruit

Category: Marketing/Promotion Campaign | 1306. Product Launch ($175)