drench case study
Engaging our customers and colleagues to deliver the launch plan
The Mag
No matter how good our advertising, our investment could have been wasted if we failed to get the distribution we needed.
The trade
To achieve this, our marketing and sales teams had been continuing to work hard in the period prior to our launch, sharing and presenting our plans to the trade and persuading them not only to stock drench but also to give us off-shelf displays, to achieve maximum exposure at point of sale. Our presentation included a detailed business case explaining how they would benefit from stocking drench.
Britvic employees
It was equally important to have our own people on board, to ensure they pulled out all the stops to produce and deliver the product we needed and helped create momentum as brand ambassadors for drench. Communication included an article in our employee magazine, The Mag. Click here to view the article.
By the end of April ‘08 we were ready. Our people and our customers were on board, and drench was available in Tesco, Somerfield, ASDA, Waitrose and the independent trade.
