-launch, children’s soft drink Panda is set to embark on a nationwide consumer advertising and PR campaign in August and September, to coincide with the Back to School season, targeting its new audience of mums of four – eight year olds.The activity will include national consumer press advertising in major lifestyle publications such as New, Closer, Star and Inside Soap, directly appealing to the core audience.
A targeted consumer PR campaign will take place throughout August, September and October to help drive awareness and trial and will also include a blogger outreach programme to highlight the brand’s healthier proposition.
In addition, a new website is due to launch in advance of the season to help boost brand interaction.
Nina Uttley, Panda brand manager said:
“The Panda brand recently re-launched with a fresh new look following extensive research among UK mums and the targeted Back to School campaign will really help enhance sales across the portfolio.
“Being able to engage directly with the target audience across a variety of communications channels will build awareness for the brand and will encourage retailers to stock up in advance of the activity to benefit from expected demand.”
Panda’s range contains no added sugar and only natural colours and flavours and the packs now feature clearer product descriptions to provide this reassurance to mums.
The RTD range of still juice drinks and still flavoured waters are now in new ‘lunchbox friendly’ 250ml re-sealable sports cap bottles and single bottles.
The new 250ml Panda juice drinks range is available in Blackcurrant and Raspberry flavours and the Panda Splash range offers Blackcurrant and Orange & Pineapple.
The Squash range is available in 1ltr Panda Tropical and Summer Fruits flavours.
The new cream packaging design helps communicate the brand’s healthier positioning, gives the range a contemporary look and creates real on shelf stand out, whilst a new logo and Panda character inject a strong element of fun and playfulness.
