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Using PR to Drive Brand Awareness for Hartwall Original® Long Drink

Hartwall Original® Long Drink, AKA ‘gin in a tin’, needed to drive social shareability through tactical PR, and in turn build awareness in the on-trade to support with sales and new listings across the north. The aim of this was to build relationships with current suppliers and to get liquid on lips.

Objectives

To drive awareness of the Original Long Drink offering in key cities Manchester, Liverpool, and Birmingham.

 

To engage the audiences via press and influencer content, whilst giving members of the public exposure to Original Long Drink.

 

To continue to build a brand identity for those looking for a delicious new alcoholic drink.

What we did.

Post-lockdown the brand was encouraging customers back into venues after a long time where socialising was put on the back burner. This is where the ‘Time is Now’ campaign was born in partnership with Crazy Pedros where over 200 free cans of gin in a tin were given away to new customers when the weather in Manchester reached a certain temperature. The aim was to drive people to Crazy Pedros to try a free can of Original® Long Drink, get liquid on lips and as a result convert them into customers. The timely angle gave us a key hook for regional media allowing us to spread the messaging of the campaign. As a result this generated media coverage in multiple publications including The Manc and Manchester Evening News

To introduce our key contacts to Original® Long Drink, we gifted key Manchester and Liverpool media a hand delivered goody bag containing free products and exclusive merch to drive social coverage. Additionally we worked with the in-house team to create branded packs including collateral to signpost new fans to venues where Original® Long Drink was on offer. These brand packs were then sent to our network of key partners, businesses and local media via weekly workplace sampling to get the products into as many hands as possible, produce meaningful social content and reach new audiences. 

During a tricky winter period for the on-trade, the client needed support to drive people into venues. To solve this, we devised a partnership with NQ64 hosting a monthly gaming competition in several key cities including Manchester, Liverpool, Newcastle and Birmingham.

To kick off the campaign, we partnered with EatMCR hosting a social competition where the winner received an all expenses paid Christmas party at NQ64 in Manchester for up to 50 guests, with drinks supplied by Original® Long Drink and pizza on offer. 

Ahead of each event, we issued a press release to local media across Manchester, Liverpool, Newcastle and Birmingham to raise awareness of the offering, drive sign ups and encourage attendance. To build on this, we also invited local press and influencers down to enjoy the competition nights alongside the public who were invited via NQ64’s mailing list. Off the back of the press release we received coverage in local publications including Liverpool Echo, Manchester Finest, In Newcastle and Secret Manchester.

“The Scoop team has been a great addition to our roster – they have taken time to understand our brand and business objectives; they’ve come up with some fantastic creative ideas and they have a great network of contacts. Where they see an opportunity for us they’ve gone above and beyond to help with no ulterior motive – not to mention they’re all lovely people to work with! Thank you!”

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Brand, Business Profiling, Launch