Product category:
Design services
News Release from: ego creative
Edited by the Marketingservicestalk Editorial
Team on 21 August 2007
High-energy promotional blast brings in
business
Four Square, the drinks vending division of Mars UK, carries an enviable record for innovation and marketing success, and entrusted its latest launch promotion to ego creative.
Based in Basingstoke, the producer has a reputation for quality and customer satisfaction, marketed under the KLIX brand, that means keeping up with the latest trends - and dictates a cautious approach when using outside suppliers The promotional campaign for a new energy drink recently launched by Four Square, aptly named "Blast", was entrusted to ego creative, a graphic design and communications agency with a similarly solid and innovative reputation
A longstanding partnership between Four Square and the directors of ego has established the utmost confidence in the relationship, according to Drinks Trade Marketing Manager, Will Jeffries.
"Ego has always produced the goods with the right effect and we knew they were the people to help with this important launch; Blast" is a non-carbonated, electric-blue, refreshing energy drink aimed at young adults, made fresh in the cup by KLIX vending machines at large sites such as offices and entertainment centres.
"The brief was tight but challenging; ego was tasked with producing a mailing and poster campaign to tell consumers about the exciting new drink and motivate potential customers to pre-order the product.
"The concept had to immediately grab the attention of potential customers - consumers and operators - and instantly communicate the benefits and appeal of the drink.
"Ego came up with a variety of ideas based on the colour and attitude of the new drink.
"Rated by those who have tasted it as a "Quentin Tarantino" with an electric effect, the drink was echoed in the concept chosen by KLIX.
"We know the drink has mass appeal and will hit a huge market; ego's campaign, featuring a young person with blue electric energy leaping from his head and a surprised but ecstatic expression, hits the mark and has had tremendous impact".
The imagery and hard-hitting, to-the-point copy had an immediate effect: KLIX has experienced its best-ever level of pre-launch orders and consumers are already demanding the drink at many locations.
Jeffries continued: "We knew that ego would come up with the goods but this achievement has surprised everyone - just like Blast!".
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