Britvic-SDR-Licensed-v12 Final - Flipbook - Page 19
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Having said that, many established FMCG brands could still learn a lot from
Prime about creating a buzz online with a steady 昀氀ow of new products.
After all, seven of the top 20 soft drinks launches in 2023 were from
Prime.22 And it doesn’t stop there. Prime clearly has big ambitions, having
registered its logo against beers, wines and spirits, vaping equipment and
CBD preparations with the UK Intellectual Property O昀케ce in 2023.23
Limited editions have gained currency among established brands too.
Limited Edition Tango Sugar Free Paradise Punch, for example, racked up
sales of £4.2m22 after launching in February 2023. What’s crucial is that
such products drive incremental growth and shoppers continue to buy once
the novelty has worn off.
Rockstar Energy® to
rock six UK festivals
Rockstar by name; Rockstar by nature! In April,
Rockstar Energy® signed a multi-year partnership
with Live Nation, organiser of the Reading, Leeds,
Parklife, TRNSMT, Cream昀椀elds and Wireless
music festivals. This marks the next phase of the
brand’s musical journey, which saw the launch
of the Rockstar Energy® Press Play platform and
activations with artists including Stormzy and Raye
in 2023.
For the first time, Live Nation will welcome one
headline partner across the six UK festivals, with
the name of each featuring the tag “Rockstar
Energy® Drinks Presents…” The partnership will
include on-pack promotional Rockstar Energy®
VIP Wristbands on selected cans, offering a
range of special prizes and perks, including
festival and concert tickets, queue jumps and
backstage passes.
Festival-goers will be able to grab rapid energy
boosts from Rockstar Energy® sampling points at
each of the six festivals this summer, helping to
enhance the festival experience while cementing
the brand’s appeal with consumers, particularly
those belonging to Generation Z (people born
between 1997 and 2010), who are most likely to
frequent festivals.24
22 Circana Total Convenience, Total Soft Drinks, Value Sales, 52WE 31.12.23
23 The Grocer - https://www.thegrocer.co.uk/new-product-development/prime-planning-extensions-into-vaping-cbd-booze-and-more/686445.article
24 Pew Research Centre - De昀椀ning generations: Where Millenials end and Generation Z begins, 17/01/2019 https://www.pewresearch.org/facttank/2019/01/17/where-millenials-end-and-generation-z-begins/
CaTEgORy OvERvIEW
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