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Category: Marketing/Promotion Campaign | 1306. Product Launch
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.
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
To generate maximum visibility and buzz, we leveraged an intensive media relations campaign to launch Fever-Tree Sparkling Pink Grapefruit using 360-degree storytelling
The agency conducted a full-scale media relations campaign targeting both consumer and trade publications
Thanks in part to our PR campaign, Fever-Tree Sparkling Pink Grapefruit has emerged as the company’s most successful expression launch ever
New York Times
Bartender at Large Podcast
What We Are Drinking Podcast
A Lush Life Manual Podcast
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