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.
Re-introduce The Singleton brand and TOV, layering in the ‘special nights in’ Occasion & Cultural Affinities relevant to our audience.
Own a cultural occasion not currently capitalised on in the drinks space that speaks to Special Nights in with Friends.
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.