• Re-launching The Singleton into market​
  • Re-launching The Singleton into market​

Re-launching The Singleton into market​

Business Challenge:

The Singleton has 0.2% awareness in the UK and is only available to drink at home. How do we re-launch into market and drive trial at home through the off trade​.

Objective:​

Re-introduce The Singleton brand and TOV, layering in the ‘special nights in’ Occasion & Cultural Affinities relevant to our audience​.

Strategy:

Own a cultural occasion not currently capitalised on in the drinks space that speaks to Special Nights in with Friends.​

​Solution:

Devised a campaign to tap into the cultural occasion of ‘Matesmas’ – the name given to a ‘pretend’ Christmas spent with friends​

Conducted research to reveal 40% of millennials host their own ‘Matemas’ with 22nd December being the most popular date – generating national and consumer coverage in media titles including The Sun, The Daily Mirror and UNILAD. ​

To amplify the concept further, The Singleton partnered with JOE.co.uk and the Thinking Drinkers to help consumers perfectly craft their ‘Matesmas’ devising a series of original Singleton cocktails, including the ‘Pigs in Blanket’ Old Fashioned.​

Category

Lifestyle, PR